In China, over 100,000 women are diagnosed with cervical cancer every year and a quarter of them die from it. Prevention requires health education which is low as well as strict government regulations makes it hard access the consumers directly. Our campaign had to appeal to 18 to 25 year old women and inspire them protect their future by taking action now.
The young adult consider cervical disease as future threat that does not require any immediate action today. They are more about living in the moment which means now is more important than tomorrow
We re-created the finale of a Chinese blockbuster where the heroine is saved by a warning from the future version of herself. We spread this engagement through multiple digital experiences to capture our audiences attention.