Prudential Hong Kong has launched a new campaign introducing its new PRUHealth Cancer Re-Cover protection plan, a first as a market offering for cancer survivors in Hong Kong.
The campaign, created by Hong Kong agency Kymechow, has rolled out an online film featuring local actress Mandy Lam, who is herself a breast cancer survivor. The emotional storyline of the video is based on Lamâ€™s real-life experiences of facing cancer, and how her husband has supported her throughout the journey to recovery.
Since the film has launched, it has accumulated 10,000 reactions, 304 comments, 2,521 shares and 2.4M views at the time of writing.
Apart from the film, the campaign has also rolled out outdoor and print advertising, and other online executions.