Cannes Lions

Desiring to live-Jade Cutter

GUANGZHOU ACME FOCUS ADVERTISING CO / LOVE SAVE PNEUMOCONIOSIS / 2016

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The series presents people without noses and mouth to show the agony of migrant workers with pneumoconiosis. Despite their inability to breathe and fate of being strangled alive, the patients never give up their desire to live. To rid life of despair and bring hope to every family, more people are called on to pay attention to pneumoconiosis, help the pneumoconiosis population and prolong their lives. Among all occupational diseases in China, pneumoconiosis haunts the most people. It is estimated that there are six million migrant workers from rural areas who are diagnosed with pneumoconiosis. The mortality is as high as 22.04%. Construction workers, coal miners and jade cutters are the few occupations that are most likely to contract pneumoconiosis.

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