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HKBCF Breast Health Centre’s Marketing Campaign won HKMA/TVB Award for Marketing Excellence 2012
HKBCF’s “Three Steps to Breast Health “ campaign for the launch of its Breast Health Centre won Silver Award and Small Budget Campaign Award in the HKMA/TVB Award for Marketing Excellence 2012. It is the first-ever non-profit making organisation winning the top prizes.
Funded by the Hong Kong Jockey Club Charities Trust, the HKBCF Breast Health Centre was set up in May 2011 as the first community based, not-for-profit breast health clinic in Hong Kong. It aims to promote breast cancer screening practice among women aged above 40. The marketing and publicity campaign staged between May and August 2011 connected the breast health educational message with mahjong game, a popular pastime for our target groups. The two circle tile was made icon of the campaign, resembling the breasts. The mahjong-related slogans such as “To win you can’t just reply on self-feeling (i.e. What we call “自摸” in Chinese); “ none of the three (steps) can be missed” (i.e. three players are insufficient for a proper mahjong game) underlining our key message in a fun and memorable way.
Small Budget Campaign Award
The judges commended, “the campaign is a shining example demonstrating the power of effective marketing in promoting social ideas. With limited budget and resources, the campaign has successfully changed the mindset and behavior of its target audience towards breast health through exceptional promotional tactics, with creative, easy to understand and impactful promotional tactics. The use of celebrity, Ms Teresa Mo for three roles in the TV commercial added fun to the advertisement.”
Mrs Sandra Mak, Vice Chairman, HKBCF received the award at the ceremony