Cannes Lions

Murder of B-Ultrasound

BEIJING JOYPHOTOS ADVERTISING CO, Beijing / BEIJING LIYING HOSPITAL FOR OBSTETRICS AND GYNECOLOGY / 2016

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In a newly wed family, the couple would joyfully celebrate their first pregnancy, until the ultrasonic test showed the fetus’s gender was female, the husband decided to let his wife get an abortion. Tragedy like this keeps happening to this new family over a year and the mother-to-be accepts this without protest, till they finally conceive a male embryo.

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