The ‘6-Minute Protect A Life’ push is running across TV and MTR, and focuses on the inner struggle of Hong Kong women maintaining a modern lifestyle amidst a backdrop of a traditional Chinese upbringing, particularly the connotations surrounding sexual health issues.
The struggle is depicted by showing women half dressed in modern clothing, while the lower half is clothed in traditional garb and bound feet.
The campaign is being fronted by celebrity Karen Mok, who informs women that a screen, which lasts six minutes, can help them avoid becoming a statistic.
