During the 2024 Shanghai Fashion Week, independent creative agency F5 Shanghai joined forces with Pfizer to present a unique fashion show titled “Make Invisible Visible.” The event aimed to raise public awareness about cancer prevention and the importance of early screening.
The fashion show featured a collaboration between F5 Shanghai, various fashion designers, and Pfizer’s oncology team, showcasing six distinctive outfits. Each design symbolized the early, mid, and late stages of lung and breast cancer. By blending fashion with medical insights, the garments illustrated the invisible changes that occur throughout these stages and their psychological effects on patients, emphasizing the critical need for prevention and early detection.
This initiative is part of Pfizer’s celebration of its 175th anniversary and its 35th year of operations in China, aligning with the company’s “Outdo Yesterday” campaign, which focuses on advancing cancer treatment. Wang Yu, General Manager of Pfizer’s oncology business in China, noted that the company plans to introduce over 15 new cancer treatments or indications in the country by 2030. The fashion show also provided a platform for potential employees to learn about Pfizer’s aspirations in China.
At the event, Li Jinhui, General Manager of Pfizer’s Hospital Emergency, Hematology, and Rare Diseases Business Unit in China, stated, “By using clothing as an extension of the body and a metaphor, this event illustrates the development process of the world’s two most common cancers—breast and lung cancer—in a tangible way. Our goal is to enhance public awareness regarding the significance of early diagnosis and proactive screening, ultimately saving more lives.”
This marks the third collaboration between F5 Shanghai and Pfizer since their partnership began in 2020, following the successful campaigns Mozart 80 and The Health Constellation, both of which significantly bolstered Pfizer’s brand presence.
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