Brand Experience and Activation > Product & Service

YANG AI (DESPAIR WHIRLPOOL)

LEO BURNETT SHANGHAI, Shanghai / GUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB / 2011

Awards:

Shortlisted Cannes Lions
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Overview

Credits

Overview

ClientBriefOrObjective

In China, millions of parents of autistic children suffer in silence.Ignorance and 5,000 years of superstition lead many people to believe that the parents of autistic children are being punished for past wrongs.Ostracised 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.

Effectiveness

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.

Implementation

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.

Relevancy

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.

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