#MyRealCareerLine

#MyRealCareerLine

With casual sexism like “Leftover women”, “Kong Girl” and “Career Line” all widely-used phrases in Hong Kong’s everyday vernacular and perpetuated by the media, The Women’s Foundation of Hong Kong needed an impactful solution to raise awareness of demeaning gender stereotypes and to effect change. Using minimal budget to set up a fake “Career Line” cleavage enhancement studio, it provoked outrage on mainstream and social media, but also a real commitment to media change. Widespread media support helped generate 500X return on earned media value for every media dollar spent.