LIVING SCULPTURES

TitleLIVING SCULPTURES
BrandGUANGZHOU YANG AI SPECIAL CHILDREN PARENT CLUB
Product / ServiceAUTISM AWARENESS CAMPAIGN
CategoryB05. Public Service, Charity & Fund Raising
EntrantLEO BURNETT SHANGHAI, CHINA
Entrant Company:LEO BURNETT SHANGHAI, CHINA
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

Results and Effectiveness

In China, the campaign has become a big event, which the whole society concerned about and discussing. More than 60 mainstream media, free reports, more than twenty million public to know the social issue parents of autistic children need more attention. Produce the equivalent of more than 5000 million media placement costs achieved value. 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.“Yang Ai Special Children Parent Club” said they should continue this activity, are already planning next year's "World Autism Day” activities.

Creative 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.

Insights, Strategy and the Idea

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. 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.