Breast Cancer Hong Kong, a organisation and web site focused on beating breast cancer, placed special mouse pads in select cafes across Hong Kong, promoting the importance of early detection through self examination. The mouse pads feature the naked front torso of a woman, with the text, “Examine Regularly”, a pink ribbon, and the web site address, breastcancerhk.org. The mouse pads were also sent in a direct mailer to female database members.
Clearly the campaign risked buying into the objectification of women’s breasts by men. However Breastcancerhk.org organisers, together with advertising creatives at Grey Worldwide, felt that the risk was worth it considering the local and worldwide publicity gained through the campaign.
“Breast cancer is a growing concern in Hong Kong,” says Grey CD Paul Chan. “One in every 23 women will develop breast cancer, yet few women here examine themselves regularly or, indeed, even think about it.” To drive women to the self-detection instructions found at www.breastcancerhk.org, a mouse pad is surely a logical vehicle, but this particular stock photo-based execution is “very much a deliberate shock tactic,” says Chan. “Although Hong Kong is a fairly liberal place, bare breasts are not standard in public places”.
The Mouse Pads campaign was developed at Grey, Hong Kong, by creative director Keith Ho, creative director/art director/copywriter Paul Chan, production manager Sammy Chau.