To raise awareness about ovarian cancer in Hong Kong, media agency Mindshare, in an usual approach for the agency, has produced an emotional mini-movie from scratch for Hong Kong Society of Clinical Oncology (HKSCO) and Ovarian Health Action (powered by AstraZeneca).
HKSCO and Ovarian Health Action surveyed 508 Hong Kong women aged 18-64 years old and found that nearly 30% of them do not know about the functions of ovaries, while 60% of the people think that ovarian cancer has the least risk when compare to breast or cervical cancer.
The ovaries are a pair of small organs located low in the belly that are connected to the womb and store a woman’s supply of eggs.
The organisations said it is rather rare but important to talk about ovarian cancer in the society, especially when it has no obvious symptoms in the early stage.
Titled 我、媽媽和雞蛋 (Me, my mom and eggs), the online video stars actress Rain Lau (劉玉翠) and the up-and-coming movie stars, Hedwig Tam (談善言) and Ng Siu Hin (吳肇軒). Mindshare Hong Kong launched the video on Cosmopolitan Hong Kong’s Facebook page on 25 April to reach its target audience.
The campaign kicked off with a teaser which was five days before the official video launch to draw people’s attention. The agency also created ticket-like postcards to amplify the anticipation.
The result exceeded expectations – the video has so far garnered more than 332K views and over 1.3K shares on Facebook; 214K views on YouTube, and the 30-second video view rate is over 50%.
To remind everyone to listen to their bodies and take care of their loved ones, the campaign encourages women to do a check-up when they feel unwell, as shown in the video.
Client: Hong Kong Society of Clinical Oncology and Ovarian Health Action (Powered by AstraZeneca)
Creative and media agency: Mindshare Hong Kong
Partner and PR agency: Mind Resource Ogilvy