The Women's Foundation: #MyRealCareerLine

Jocelyn Tse

The Women's Foundation, a foundation that promotes the full and equal participation of women and girls in Hong Kong society, tackled sexism in relation to women in the workplace by launching a fake pop-up plastic surgery firm.

Campaign details

Brand: The Women's FoundationAdvertiser: The Women's FoundationAgency: J. Walter Thompson Hong Kong

Introduction

The objectification of women and discrimination at work are problems the world over. In Hong Kong though, the issue has entered the language. The term "Career Line" (事業線), is used to describe both a women's career and her cleavage, widely used interchangeably in everyday conversations, social media, and even by local tabloids. The casual use of this term has blurred the line between harmless jokes and serious workplace issues.

When people use the phrase 'Career Line' to refer to a...

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