Title | THE MAKING OF WORLD’S FIRST AUTISTIC CHILDREN’S CHOIR |
Brand | KIDZCARE |
Product / Service | KIDZCARE |
Category | A01. Creative Effectiveness |
Entrant | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
Entrant Company: | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
Advertising Agency: | LOWE MALAYSIA Petaling Jaya, MALAYSIA |
Name | Company | Position |
---|---|---|
Ng Heok Seong | Lowe Malaysia | Executive Creative Director |
Baldish Kaur | Lowe Malaysia | Writer |
Kevin Sim | Lowe Malaysia | Art Director |
Choo Lee Lee | Lowe Malaysia | Business Group Head |
Sailesh Wadhwa | Lowe Malaysia | Strategic Planner |
‘The Making of World’s First Autistic Children’s Choir’ The world remembers luminaries such as Sir Issac Newton, Albert Einstein, George Orwell, H.G Wells, Beethoven, Mozart, and Immanuel Kant for their genius works in the fields of Inventions, Discoveries, Literature and Music that has changed the course of mankind in more ways than one. But interestingly enough, very few know about the ‘Autistic’ sides of these geniuses, a condition according to Dr. Michael Fitzgerald, Professor of Psychiatry at Trinity College, Dublin and his fellow believe gives birth to the ‘Beautiful Mind’, these rare geniuses possessed. A philosophy that became the backbone of hope for Kidzcare Malaysia –a do-good organization dedicated to the cause of Autistic children in a country, where larger established child-related social issues like the cause of Orphans, Physically Challenged and Spastic kids consume both national attention and resources. Inspired by this ‘Beautiful Minds’ belief, Kidzcare Malaysia decided to take the un-NGO social empathy and sympathy approach. They decided to help both parents of kids with this condition and the world at large, relook at the Autistic children with a sense of awe and respect. This is the story of how music which is used as a therapy to empower these beautiful minds, became their medium of choice to urge the world ‘to show them the way’ [an aptly titled song]. When 25 handpicked Autistic kids performed as ‘world’s first autistic children’s choir’ leaving over 850 who’s who of Malaysian elite from various walks of life spellbound, tears in their eyes and lump in their throats. For sure this is no advertising or marketing rant, about clever strategies and executions, but a simple yet powerful demonstration of how Kidzcare successfully changed the way Malaysians look at Autistic kids forever.