Title | UNFOLD THE CHILD |
Brand | ST ANDREW'S AUTISM CENTRE |
Product / Service | ST ANDREW'S AUTISM CENTRE |
Category | A04. Use of Print |
Entrant | GREY GROUP Singapore, SINGAPORE |
Entrant Company | GREY GROUP Singapore, SINGAPORE |
Advertising Agency | GREY GROUP Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Ali Shabaz | Grey Group Singapore | Chief Creative Officer |
Cinzia Croziani | Grey Group Singapore | Art Director |
Mark Ibaviosa | Grey Group Singapore | Copywriter |
Cinzia Crociani | Grey Group Singapore | Designer |
Cinzia Crociani | Grey Group Singapore | Art Director |
Sudhir Pasumarty | Grey Group Singapore | Art Director |
Madina Kalyayeva | Grey Group Singapore | Senior Account Manager |
Jim Chai | Grey Group Singapore | Senior FA Artist |
Jacinta Loo/ Harie Herman | Greyworks | Producer |
Bobby Aguila | Greyworks | Editor |
Aaron Tan | Greyworks | Editor |
Teo Chai Guan | Tan Studio | Photographer |
Marco Iadice | Greyworks | Sound Designer/Composer |
Huma Qureshi | Grey Group Singapore | Regional Director, PR & Corporate Communications |
Yanrong Pang | Grey Group Singapore | Regional Corporate Communication Executive |
Michelle Pang | St. Andrew Autism Center | Client |
Warren Klass | Two Oceans | Director |
One in every 100 children is born with autism. Most go undiagnosed because parents don’t know the signs to look out for. Amidst the growing incidences of autism, St. Andrew's Autism Centre needed to raise awareness to young parents across Singapore. The Centre wanted to advocate early diagnosis. On World Autism Month, St. Andrew’s Autism Centre partnered with the leading parenting magazine, Mother & Baby, and created a 16-page, hand-folded guide to the signs of autism. Beneath each hand-folded page was a symptom. In the end, parents were urged to have their children checke
The idea achieved its objective of informing young parents across the nation. Over 5,000 subscribers read the message. All 20,000 issues were sold out in a matter of weeks, touching an even greater number of Singaporean parents who might recognise the symptoms in their children.
Driven by the idea of unfolding a child with autism, a specially created hand-folded guide to the signs of autism was created for parents on the leading parenting magazine in Singapore. The idea was released on the April issue, the same time as World Autism Awareness Month. The media team hand folded 16 consecutive pages. Every time the reader unfolded a page, a symptom of the disorder was revealed. Parents unfolded tips on detecting the disorder, and most importantly, were urged to call a health institution to have their children checked, should they exhibit a sign.
The target audience was young parents. Most of them were unaware of the disorder, resulting in fewer diagnoses for children with autism. Without diagnosis, a child does not get the specialised care needed for his development. The Centre knew that readership of parenting magazines was high across Singapore. Just as importantly, World Autism Awareness Month was coming up. With this, they tied up with Mother & Baby, the leading parenting magazine in the country to show the early warning signs. The idea was to unfold the child with autism. Like the disorder, readers unfolded specially-folded pages of the magazine.