The Women’s Foundation: #MyRealCareerLine

Non-profit organisation The Women’s Foundation created a fake plastic surgery clinic to spark social media buzz and challenge gender stereotypes in the workplace and the media in Hong Kong.

Campaign details

Brand: The Women's FoundationBrand owner: The Women's FoundationLead agency: J. Walter Thompson Hong KongCountry: Hong Kong Industries: Charities & voluntary organisationsMedia channels: Events & experiential, Magazines - consumer, Online video, Social mediaBudget: Up to 500k

Executive summary

Casually sexist phrases like 'Leftover Women', 'Kong Girl' and 'Career Line' are widely used in Hong Kong's everyday vernacular and perpetuated by the media. The Women's Foundation of Hong Kong needed an impactful solution to raise awareness of demeaning gender stereotypes and to effect change.

Using minimal budget to set...

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