Citywide Advertising Campaign
In the spring of 2010, Christine had the unique opportunity to serve as the Project Director of the highly-acclaimed "Which One Deserves to Die?" citywide ad campaign for Hep B Free to raise awareness about hepatitis B and liver cancer.
Hepatitis B, which can lead to liver cancer if left untreated, represents the greatest health disparity for Asians, and San Francisco has the highest rate of liver cancer in the nation because of its high Asian population.
This initiative was the very first public health awareness campaign to feature more than 60 people from the Bay Area's Asian American community. The ads appeared in ethnic and local newspapers, billboards, and bus shelters throughout San Francisco. TV commercials were also produced and shown on cable, broadcast, and Asian television (view 1, view 2).
An extremely intense and complex project, the ad campaign took nearly a year to plan and involved more than 100 volunteers and partners from the business and medical community including DAE Advertising, Amusa Films, Chinese Hospital, the Togonon Gallery, and many more.
For a full list of partners, click here.
The ad campaign caught national attention and was featured on PBS NewsHour, San Francisco Chronicle, The New York Times, and other media outlets. It also went on to receive numerous accolades for its provocative and highly controversial message.
Below is a behind-the-scenes look at the production of the commercials:
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