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.
The Mouse Pads campaign was developed at Grey, Hong Kong, by creative director Keith Ho, creative director/art director/copywriter Paul Chan, produciton manager Sammy Chau.