| Title | Butterfly Ribbon |
| Agency | Arnold StarEast Communications |
| Campaign | Hepatitis Free Generation |
| Advertiser | Cheng Si-yuan (China·International) Hepatitis Research Foundation |
| Brand | Hepatitis Free Generation |
| Posted | June 2003 |
| Business Sector | Disease Awareness, Support Groups & Associations |
| Tagline | Hepatitis Free Generation CSY Foundation |
| Story | The logo of the Hepatitis Free Generation campaign is a red ribbon tied into the shape of a butterfly. It symbolizes freedom and gift. Throughout the commercial, we see the red ribbon butterfly being passed from people of different backgrounds and generation, finally the baby. Only through this, the future generations will grow healthily and happily. The script summarises it by saying that The wish of freedom and the wish of health are not just empty wishes. They are wishes that can be materialized through generosity and donations." |
| Philosophy | The TVC gives hope and optimism against the fatality of Hepatitis B. Passing the butterfly around symbolizes passing generosity and health around. We appeal to viewers to foster health in the future and maintain a Hepatitis Free country for the generations to come. For the provincial viewers, parents are expected to fulfill the wish of health by giving vaccination to their infant babies. For affluent parts of the country, we appeal to people's conscience to materialise the wish of health by supporting the fund through donations. |
| Problem | Hepatitis B is hereditary and passed down from generation to generation. Problems include: 1. In many poor provinces in China, awareness of the threat of Hepatitis B and how it is transmitted is low. 2. In the more affluent parts of the country, the general public is indifferent to the situation in the poor provinces. |
| Media Type | Television |
| Length | |
| Market | China |
| Executive Creative Director | Kitty Lun |
| Copywriter | Kitty Lun |
| Executive Creative Director | Fred Tong |
| Art Director | Fred Tong |
| Director | Cherry Zeng |
| Account Director | Julia Lim |
| Account Executive | Simon Chen |
| Agency Producer | Connie Chua |
| Editor | Guo Yong Yang |
| Editor | Wai Kwong Tsui |
| Music | Arion |
| Production Company | Handmade Films |
| Production Company | Guangzhou Magic Vision Productions Limited |
| Production Company | Light in Motion |
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- BRAND:
- Hepatitis Free Generation
- AGENCY:
- Arnold StarEast Communications