Pink Revolution features Sammi Cheng passing around pom-poms for HKCF

Pink Revolution, the annual charity initiative by the Hong Kong Cancer Fund (HKCF) which aims to raise awareness for breast cancer in October, has launched a campaign done in collaboration with Hong Kong superstar, Sammi Cheng.

On top of educating the general public in regards to the importance of conducting regular self-checks to detect early signs of breast cancer, Cheng has also invited everyone to show support for women with breast cancer in a message dubbed “Mi to We”.

“Over the years, we have done a series of awareness-driven campaigns and want to influence more people with this new creative slogan. While breast cancer is no longer taboo, we would like to go further in creating a community that’s aware of self-checks and will encourage friends and family to do the same. Besides, we would like to take this chance to thank Sammi Cheng for being our Pink Ambassador again this year,” Ivy Tsui, senior marketing and communications manager of Hong Kong Cancer Fund.

The thematic video features women across all ages, who, along with Cheng, pass around a pair of cheery, pink pom-poms to one another as a symbol of love and care.

Apart from the thematic video, a series of activation activities will also be launched as part of the Pink Revolution 2021. Dress Pink Day, one of the campaign’s biggest events, will be held on 29 October 2021. The event welcomes both corporate and individual participants to wear pink, and donations will be used to fund Hong Kong Cancer Fund’s FREE breast cancer services.

Cheng was first appointed as the Pink Ambassador for Hong Kong Cancer Fund Pink Revolution in 2019 where she filmed an educational video encouraging all women to carry out regular self-checks and to ask the public to show their support for women with breast cancer. The video then was also aired on TVB Pearl and Jade channels during September and October.

Her association came after the star saw her own friend diagnosed with breast cancer. “I realised that providing support, love and time to her is vital to maintain her positive attitude,” she shared. “Therefore, I hope all women affected by breast cancer can also overcome their difficulties by receiving tremendous support.”