Sounding the alarm (again) on breast cancer

Eight refreshes ad campaign for Hong Kong Cancer Fund

Updating an ad campaign it first crafted and launched in 2005, brand company Eight Partnership has released a second-generation campaign to continue building awareness about breast cancer.

The original campaign, featuring ads with a woman's torso and two fire alarm bells, was one of the most successful campaigns ever for the Hong Kong Cancer Fund and they again turned to Eight to reprise the idea.

"The original ad was striking and memorable because it was unlike anything else that had been done previously," says Chris Kyme, Creative Director for Eight. "We wanted to stick with this idea while refreshing it to once again grab people's attention on the streets."

Eight evolved the campaign while keeping to the core idea that women's bodies do not come with a built-in alarm system. The new ad features a bra made out of two alarm bells, encouraging women to check regularly for signs of breast cancer.

"It is vitally important for women to perform regular self-checks and with the great success of their previous campaign, it was natural for us to turn to Eight. Though some might find the ads a bit shocking, it is exactly that sort of attention that we need in order to spread our message to the women of Hong Kong to alert them to the importance of early detection," says Sally Lo, Chairman of the Hong Kong Cancer Fund.

The ads will appear in print and online beginning in October.

About Eight Partnership

Founded in 1993, Eight Partnership is a brand company helping businesses create and manage high-performance brands. Eight provides brand strategy and creative services including design, digital communications and advertising. Clients include Starbucks, Virgin Atlantic, Nokia and The Economist Group, among others.

Eight's sister-company, Eight Custom Media provides branded content - magazines, websites, books, TV programming. Both companies have offices in Shanghai, Beijing and Macau, with headquarters in Hong Kong.