The Campaign

Challenge and objectives: In China millions parents of autistic children suffer in silence. Ignorance and 5,000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs. Ostracized by their communities, and ignored by social services they often have no one to turn to for help. The Yang Ai Foundation set out to raise awareness for their plight. Strategy: They did this by creating an exhibition of “Living Sculptures” on the streets of Shanghai. Dressed from head to toe in black, and bound by a sea of black ropes, the sculptures stood as a stark reminder of the heart wrenching loneliness and isolation felt by parents of autistic children. Results: The event was reported on by more than 60 national and local media outlets reaching an estimated audience of more than 20,000,000 people. The most gratifying is that with this event, “Yang Ai Special Children Parent Club” has received millions for charity.

The Brief

The Yang Ai Foundation set out to raise awareness for the plight of families with autistic children, by educating the general public about this societal problem and the difficulties these parents faced.

Results

The campaign was a big event that raised public awareness in China and stirred discussions. Over sixty mainstream media reported the event for free, and twenty million people now know that more attention and care have to be given to parents of autistic children. The PR programme produced the equivalent of more than 5,000 million media placement costs achieved value. Until today, citizens still discuss the issue on popular social networking sites in China. 90% of the parents of autistic children expressed that more people understand their hardship through this campaign, and public concern has given them much encouragement. 90% parents of autistic children said: "more people through this activity understand the hardship as parents of autistic children, we are encouraged by public concern". Moreover, "Yang Ai Special Children Parent Club" has raised enormous sums of donations as a result of this event, and will carry on this campaign while planning for the "World Autistic Day" next year.

Execution

In the largest cultural Art landmark park - "Red Town” in Shanghai, a performance art event lasted 4 hours, two performance art installation art + work "Despair Whirlpool" and "Dark Corner". They did this by creating an exhibition of “Living Sculptures” on the streets of Shanghai. Dressed from head to toe in black, and bound by a sea of black ropes, the sculptures stood as a stark reminder of the heart wrenching loneliness and isolation felt by parents of autistic children. In the event, we have distributed over 10,000 postcards. Hope more public attention to the activities referred to social problems, to support and help autism families.

The Situation

In China millions parents of autistic children suffer in silence. Ignorance and 5,000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs. Ostracized by their communities, and ignored by social services they often have no one to turn to for help.

The Strategy

They did this by creating an exhibition of “Living Sculptures” on the streets of Shanghai. Dressed from head to toe in black, and bound by a sea of black ropes, the sculptures stood as a stark reminder of the heart wrenching loneliness and isolation felt by parents of autistic children.