Ad Stars 2016 | ||
---|---|---|
Public Service Advertising | Human Rights | Silver |
Outdoor | Ambient (Non standard and Free-format outdoor advertising): Special build | Crystal |
Outdoor | Ambient (Non standard and Free-format outdoor advertising): Live Advertising and Events | Gold |
A stagering 100 million unborn girls are killed right after sonograms are taken. The sonogram, intended to monitor the health of the unborn child becomes her death sentence. Their first photo becomes their last photo. Grey Hong Kong + Shanghai came together to highlight this statistic.
Media: Ambient
Category: Charities & appeals
Client: Joy of Life Ltd
Agency: Grey Hong Kong / Shanghai
Country: Hong Kong
Description: Unfortunately in many cultures and countries, especially in Asia, 100 million girls have disappeared and the number is rising. It is no exaggeration to call this gendercide. In fact the destruction of baby girls is a product of the deep-rooted culture of preference for sons over daughters, the modern desire or regulations for smaller families and ultrasound scanning technologies that identify the sex of a fetus.Hong Kong is one of the many Asian locations with an imbalance between the sexes. Is there a way to finally raise awareness to this voiceless problem and create a global movement to prevent further gendercide?