Award: CAMPAIGN \ C26. Media Relations

In a culture where enduring pain is a virtue, the agony of Shingles was masked by stoicism. For 264 million seniors, the barrier wasn’t ignorance; it was the fear of becoming a burden.

We cracked this by reframing prevention—not as self-care, but as an act of family protection. We transformed the Great Wall into a gallery of human vulnerability. Through a documentary exhibition on its ancient battlements and Olympic Legend Deng Yaping’s call for ‘Proactive Defense,’ we shifted the narrative from treating an illness to safeguarding the home.

This campaign achieved the impossible: a historic 8-minute CCTV feature, elevating a ‘skin rash’ to a national priority. Generating over 3 billion impressions, we institutionalized a new cultural metaphor, moving an entire nation from passive silence to active defense.