Cancer is a word not a sentence
For a very long time, Cancer has been seen as a symbol for death. However, if people face it positively the chance of healing actually raises to 60%.
The aim of this campaign from Grey Hong Kong, therefore, was to promote Hong Kong Cancer Fund and its free professional advice and counselling service to help cancer patients face cancer in a whole new perspective – helping them restore hope.
The Chinese word for cancer is “癌”, the shape of the word and a skull look very much alike. However, with some special design on the strokes the word “癌” can be transformed into a word with a whole new, positive, bright meaning – “活” – to live. This integrated campaign gives a sharp, clever message that Cancer Fund can help rebuild cancer patients’ lives, and change their perspective towards cancer.
Credits – ECD: Keith Ho. CDs: Keith Ho, Ray Lam, Keith Lo. Art Director: Ray Lam. Copywriter: Keith Lo. Agency Producers: John Lo, Wong Ying Ying. Director: Ellis Lee. Production Company: The Circus.