Sex-selective abortion tackled in Hong Kong with ‘First photo last photo’ campaign by Grey

The Hong Kong and Shanghai offices of Grey Group have launched a campaign for charity Joy of Life to combat sex-selective abortion in Hong Kong.

A video draws attention to the statistic that 100m girls are aborted every year globally as a result of parents seeing a sonogram which identifies the sex of a child as female.

Grey’s idea was to stage a photo exhibition in Hong Kong displaying images of unborn girls to raise awareness. The campaign uses the hashtag #FirstPhotoLastPhoto and a website.

The campaign is to run in print magazines, on bus shelters, outside an abortion clinics and on an immersive online gallery, according to the agency.


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