Campaign: First Photo Last Photo

WPP company:
Grey Hong Kong
Joy of Life


  • 3 - health wellbeing
  • 5 - gender equality

Worldwide, a staggering 100 million unborn girls are killed after sonograms. To protest against gender-selective abortion, Grey Hong Kong collaborated with NGO Joy of Life to open a photography exhibition featuring ultrasounds of female embryos along with the message: ‘Don’t let her first photo be her last.’

Results and Awards:

  • 1m of impressions.
  • 16,000 views of the video.
  • Ad Stars 2016: 1 Gold, 2 Silvers.