Campaign details

Brand: The Women's Foundation
Brand owner: The Women's Foundation
Lead agency: J. Walter Thompson Hong Kong
Country: Hong Kong
Industries: Charities & voluntary organisations
Media channels: Events & experiential, Magazines - consumer, Online video, Social media
Budget: 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 up a fake 'Career Line' cleavage enhancement studio, it provoked outrage on mainstream and social media, but also encouraged a real commitment to media change. Widespread media support helped the campaign generate a 500x return on earned media value for every media dollar spent.

Market background and cultural context