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NGO
Campaign
Karen Leung Foundation - The extra ordinary exhibition.
Karen Leung Foundation - The extra ordinary exhibition.
Challenge
Overcoming Stigma Around Gynaecological Health
The pervasive shame that lingers within Asian communities regarding gynaecological diseases and women's health is still palpable. What should be considered a normal part of our lives is often regarded as a sensitive and taboo topic. Many people, especially women, feel ashamed to openly discuss their bodies. Furthermore, female empowerment is not always prominently embraced among the local audience. This cultural stigma hinders women from seeking the necessary medical attention and education to maintain their gynaecological health.
Solution
Leveraging Art and Creativity to Break Down Barriers
To address the sensitive nature of discussions around gynaecological health, we chose to harness the power of visual storytelling. Instead of relying on traditional educational materials, we developed a creative concept and a series of impactful visuals that empowered individuals to explore the topic through the lens of art. We designed bold and striking key visuals that depicted ordinary objects from everyday life, resembling the female body and genitalia. Each vibrant and abstract artwork aimed to de-stigmatise conversations about gynaecological health and inspire self-acceptance. The art aimed to convey that the female body is both ordinary and extraordinary, encouraging the public to look beyond the surface and, most importantly, normalise conversations about gynaecological health.
Outcome
Reaching Thousands and Fostering Open Discussion
Through the power of visuals and our creative campaign, The ExtraOrdinary Exhibition successfully reached over 480,000 people on social media, with an engagement of over 34,300. The exhibition also helped double KLF's following on Instagram, demonstrating the public's interest and engagement with the topic. The media response was overwhelmingly positive, with the exhibition featured in multiple English and Chinese publications, reaching an estimated 4,000,000 people through online and offline channels. Most importantly, the exhibition created a safe space for open discussion about women's bodies and gynaecological health. It allowed the organisers to gauge the comfort and willingness of women to discuss these topics, paving the way for future educational and empowerment efforts.
