Title | YANG AI (DESPAIR WHIRLPOOL) |
Brand | GUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB |
Product / Service | YANG AI AUTISM AWARENESS |
Category | B04. Public Service, Charity & Fund Raising |
Entrant | LEO BURNETT SHANGHAI, CHINA |
Entrant Company: | LEO BURNETT SHANGHAI, CHINA |
DM/Advertising Agency: | LEO BURNETT SHANGHAI, CHINA |
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 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.
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.
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.
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.