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Chu et al. J Transl Genet Genom 2023;7:66-78 https://dx.doi.org/10.20517/jtgg.2023.01 Page 60

A quest for a patient-oriented, transparent, and decommercialized WGS campaign
A previous meta-analysis indicated that broad audiences observe and emulate celebrities’ actions and
decisions. Their endorsements can remarkably impact knowledge, attitudes, and behaviors and affect the
community sentiments on health-related projects and services . Celebrity endorsers include “digital
[17]
[18]
influencers” who can achieve recognition through various communication channels . In the social media
era, social media influencers can broadcast images and messages that are accessed and reposted instantly.

In Hong Kong and Asian cultures, it is not uncommon to identify celebrities - often actors or actresses to
act as “ambassadors” for government-spearheaded health initiatives or health-related campaigns. It is
beyond the scope of this study to examine the complicated and interrelated economic, marketing,
neuroscience, psychological, and sociological mechanisms of celebrity impact. However, deciding to use
celebrity ambassadors and how to engage them has become a valid decisional consideration for many
health-related campaigns. In the initial planning stage for the launching strategies for HKGP, there was a
series of discussions within the CEC on adopting celebrity ambassadors in promotion strategies.

Concerning marketing strategies, a common theme shared by patients and family members of hereditary
cancers and rare and undiagnosed diseases was that a health project like HKGP is legitimate and intends to
benefit the community; it should speak for itself without the need to have excessive and dramatic marketing
strategies. A common theme opposing using celebrities as ambassadors of the HKGP was unequivocal:
Focus group participants preferred spokespeople who had shared the journey to speak on their behalf.

“In this generation, do we still need celebrities, so-called celebrities, to be ambassadors? Doctors can be
(ambassadors). And would it be possible to find someone, who are not necessarily famous, but someone who
carries a meaning, a meaning that will stand out? Because I think this idea (celebrities) really does not work
(in promoting HKGP), frankly speaking, I think it is a waste of money”. (hereditary cancer patient P10)

“That is to say, I think there is no benefit to use an artist for this campaign. Things will look fake and
commercialized. (…) Because artists give people an impression of commercialization, and when this becomes
commercial… since this (HKGP) has an ambitious mission, as soon as you use an artist to speak about it, you
just have a feeling of “wow, how much do you charge for this advertisement?” (hereditary cancer patient P10)

“We must find someone who is relevant (to be the ambassador). That is, he/she must have experienced it.
Then, as an audience, when I see someone who has experienced this to talk about this matter, even if I don’t
know this person, I will trust him/her because of his/her experience”. (hereditary cancer patient P10)

“In fact, I think if you need to find one (ambassador) if it is necessary… like if you want to target a certain
issue, I think you need to find someone who is relevant. Because if the host or somebody (i.e., patients and
caregivers) questions you (at a seminar/talk), and if you can’t answer the question, it becomes rather
embarrassing. As in, if you don’t even know about it (genetic diseases), how do you understand me? Like,
sorry, first of all, if I sit here to listen, I think I will be more willing to listen to you if you understand what I am
going through”. (undiagnosed disease patient P8)

“In fact, I think we should just be straightforward and find a patient (to be the ambassador). I would know
that it was a genetic disease at a glance. It was simple, straightforward, and had an even more profound
impression”. (father of rare disease patient P3)