Title | SILENT WORLD |
Brand | CCTV |
Product / Service | CHARITY |
Category | A16. Public Service Messages and Charities |
Entrant | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Entrant Company | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Advertising Agency | SAATCHI & SAATCHI CHINA Shanghai, CHINA |
Production Company | FRESH DAY PICTURES Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Fan Ng | Saatchi/Saatchi Shanghai | Chief Creative Officer |
Elaine Young | Saatchi/Saatchi Shanghai | Group Creative Director |
Guojing Yang | Saatchi/Saatchi Shanghai | Creative Director |
Elaine Young/Cecily Yao | Saatchi/Saatchi Shanghai | Copywriter |
Fan Ng/Elaine Young/Guojing Yang/Zaren Zhu | Saatchi/Saatchi Shanghai | Art Director |
Ran Yin | Saatchi/Saatchi Shanghai | Head Of Tv Production |
There are nearly 20 million deaf-mutes in China. They live in silence, and even their own parents have difficulties in communicating with them. But they are also able to speak through professional training. We aim to touch people’s heart by acting a true story between father and son which happened in a normal deaf family, and try to encourage their parents not to lose hope on them and to give them training as soon as possible. We also hope the healthy people to get more care and understanding through the PSA. We put the ad on famous video websites and SNS to get them shared. It reached more than a 10k of reposts and comments, caught people’s attention to the group and spread the truth that deaf-mutes are able to speak through training.