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This outdoor advertisement campaign was undertaken to persuade women to protect themselves against breast cancer. These special scratch-cards were distributed among women in Hong-Kong emphasizing on the persistent risk if breast cancer. The scratch card represents gambling while the message asks to get through regular check-up for breast cancer detection otherwise it would like gambling with own life.
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Interestingly, to lure women the card contained text that read as 1 in 23 chances to give impression of bright chances of winning. However, in reality the stat was about general trend of breast cancer. The punch line of the card read, 'To win. Don't gamble. Examine regularly'. The ad would have definitely left a lasting impression on the recipients.
Via Invisible Red
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