One of Pink Ribbon's China affiliates has launched a campaign with Havas Worldwide China to improve awareness of the disease, using a graphic approach similar to anti-smoking ads or packaging, but with the opposite intention. Because breast scars, amplified using 52 famous pieces of nude artwork, are just as scary as blackened lungs.
The paintings, supposedly echoing famous works (although Ad Nut doesn't recognise any of them them except maybe one: The Goddess of Dawn by William Adolphe Bouguereau), appeared in a short-term exhibit in Shanghai last month.
Ad Nut is mortified, and is sure that modern medicine can offer women better outcomes than we see here. But the campaign is certainly effective in provoking thought and perhaps action.
CCO: Ben Sun Erhei
ECD: Shangyong Yang
CD: Jack Xuan
Art team: Lyon Liao, Annie Ming, Will Yang, Roc Wong
Copy team: Kiddy Wang, Emily Liu
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