YANG AI (DESPAIR WHIRLPOOL)

TitleYANG AI (DESPAIR WHIRLPOOL)
BrandGUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB
Product / ServiceYANG AI AUTISM AWARENESS
CategoryB04. Public Service, Charity & Fund Raising
EntrantLEO BURNETT SHANGHAI, CHINA
Entrant Company:LEO BURNETT SHANGHAI, CHINA
DM/Advertising Agency:LEO BURNETT SHANGHAI, CHINA

Credits

Name Company Position
Amanda Yang LeoBurnett Executive Creative Director, Copywriter, Art Director
Gordon Hughes LeoBurnett Executive Creative Director, Art Director
Forest Young LeoBurnett Creative Director, Art Director, Designer
Donna Dong LeoBurnett Copywriter
Handsome Wong LeoBurnett Art Director, Designer
Haibo Huang LeoBurnett Art Director, Designer
Wei-Jun Lin LeoBurnett Art Director
Dicky Lui LeoBurnett Illustrator
Henry Gan/Dean Lee Photography
John Gu LeoBurnett Print Production
Steve Reimann Cameraman
Huang Cheng Illustrator
William Huen LeoBurnett Producer
Christine Chen LeoBurnett Producer
UCAN Production House
Wane Movie Post Production House

The Brief

The target audience is drawn from new customers. Strategy as below: In China millions parents of autistic children suffer in silence. Ignorance and 5000 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.

Creative Execution

In a society where autism is still being scorned, parents of autistic children tend to hide from their problems. The purpose of using performance arts as the creative execution was to show that there is nothing to hide when your child is autistic. As performance arts is uncommon to China’s mass, this act not only increased public awareness of the illness, but also helped the “Yang Ai Special Children Parent Club” raise project funding for parents of children with autism, as well as parents of children with other special needs.

Describe the creative solution to the brief/objective.

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. 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.

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.