AstraZeneca
Every breath connects us.
Challenge
Lung cancer is one of the leading causes of cancer-related deaths in Hong Kong. But for most people, it still feels like something that happens to someone else. During Covid-19, reduced physical interaction and limited access to support services made it even harder to reach communities, caregivers, raise awareness, and connect with patients navigating treatment.
Strategy
Awareness on its own rarely creates connection. To make lung cancer more relatable, we looked for something every person already shares. Breathing. It's universal, immediate, and deeply human. A single breath became a simple way to close the emotional distance between the public and those living with the disease.
Creative Execution
We launched the #ABreathOfHope Filter Challenge across Facebook and Instagram. Participants blew into a custom AR filter that scattered a virtual dandelion, symbolising hope and support for the lung cancer community.
Every five participations generated a $50 HKD donation to help fund transportation for patients travelling to medical appointments.
The activation was part of a broader nine-month initiative that brought together influencer partnerships, patient storytelling, educational content, paid media, and a multilingual microsite.
Results
The campaign transformed awareness from a passive message into a participatory act, creating a more personal connection between the public and those affected by lung cancer.
Results included:
4.41 million impressions
10,779 AR filter uses
Donations exceeding targets by 35%
More than 41,000 website visits
Approximately 65 media articles published