Cancer Fund's piggy bank concept pushes donation appeal

Hong Kong - To celebrate Hong Kong Cancer Fund's 20th Anniversary, the organisation has launched a through-the-line campaign aimed at branding and fundraising appeal.

The campaign developed by Eight Partnership features the "human piggy bank" concept with the message that when you donate to the Hong Kong Cancer Fund, you are donating to yourself and your loved ones.

Chris Kyme, creative partner for Eight said the project was a challenge as the Hong Kong public is being confronted by donation appeals every day and although many are aware of cancer, they don't really care to think about it until it affects them.

"Our strategy is to say that, by donating to Hong Kong Cancer Fund, you are donating to yourself, your family and friends. We made the message relevant to everyone," he added.

The campaign will run until March next year in three bursts and include print ads in the Chinese dailies, TV spots on Now and Cable TV as well as outdoor on a billboard in Central and in MTR stations across the territory.