Hong Kong Cancer Fund and P&G yesterday joined hands to launch “P&G 6 Min Protects a Life” campaign to raise awareness of women’s breast and cervical cancer.
For the past 18 years P&G has been running the initiative in Taiwan but will make its first debut in Hong Kong this year.
“We have received a lot of positive feedback from the community,” Ajit Nayak, general manager of Procter & Gamble Hong Kong and Taiwan said in reference to the Taiwan project.
As part of the local initiative, P&G will offer free breast and cervical cancer screening for 150 Hong Kong women aged 50 and over from low income families. The screening will take place at Hong Kong Sanatorium & Hospital and Hong Kong Baptist Hospital in May.
P&G will use the platform to promote its biggest brands including Pantene, Olay, Oral B, Whisper, Head & Shoulders and Pampers.
The company has also invited Taiwanese actress Lin Chi-ling as a ambassador to promote awareness of the screenings.
Yesterday’s launch was streamed live in Times Square and a TV campaign may run in coming weeks.
Sally Lo, founder and chief executive of Hong Kong Cancer Fund, a similar campaign will run every year in Hong Kong.