P&G and Cancer Fund launch awareness campaign in Hong Kong

'P&G 6 Min Protects a Life' has been promoted in Taiwan for 18 years, and we have received a lot of positive feedback from the community," Ajit Nayak, general manager of P&G Hong Kong and Taiwan, said at a press event at Times Square yesterday. "Our aim is to raise awareness of women’s cancer in Hong Kong, increase public knowledge and encourage women to pay closer attention to their bodies."

Some of P&G's most iconic brands are participating in the campaign, including Pantene, Olay, Oral B, Whisper, Head & Shoulders and Pampers. From 2 to 31 May, Hong Kong women aged 50 or over from low-income groups can apply for one of 150 free breast and cervical cancer screenings offered by P&G.

Taiwanese model and actress Lin Chi-ling, who has been brand ambassador for the programme in Taiwan for the past 18 years, will be the face of the campaign in Hong Kong.

At the press event, Lin said that many Hong Kong women lead busy and stressful lives and that they should take better care of their health for their own and their families' sake. She reminded them that no matter how busy they were, in just six minutes they could keep themselves healthy and protect their family.

Lin also demonstrated how to conduct the 6-minute breast check. Lin has also directed four campaign YouTube videos showing the courage and determination of cancer patients who have become her friends. She is also considering producing a video that will share the stories of Hong Kong women cancer patients.

Sally Lo, founder and chief executive of the Hong Kong Cancer Fund, told Campaign Asia-Pacific that Lin has greatly enhanced public awareness of female cancer in Taiwan, and that she hoped her involvement in the Hong Kong campaign will encourage more women to go for early check-ups.

"It is important to realise that cancer doesn’t disappear if you ignore it," Lo said. "Being proactive and getting checked regularly is vital."

The Cancer Fund has also engaged Hong Kong comedian and actor Richard Ng as ambassador for prostate cancer, and singer and actress Coco Lee as ambassador for breast cancer.

According to the Hong Kong Hospital Authority's cancer registry, cancers specific to women (including breast, cervical, uterine and ovarian cancers) account for nearly 40 per cent of all female cancer cases.