THE DISTANCE BETWEEN MOTHER AND CHILD by Leo Burnett Shanghai for Shanghai QingCongQuan Autism Foundation

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THE DISTANCE BETWEEN MOTHER AND CHILD

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market China
Agency Leo Burnett Shanghai
Director Danny Yaacobowich
Creative Director Forest Young Saatchi
Art Director Handsome Wong
Copywriter Jason Su, Dandan Lee
Designer Chengtao Mu, Bonny Sheng
Producer Chrisine Chen, William Huen
Photographer Jerry Lee, Peter Wu
Illustrator Colin Lu, Jun Xu, Fey Zhang
Released April 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: SHANGHAI QINGCONGQUAN AUTISM FOUNDATION
Product/Service: AUTISM ORGANIZATION
Agency: LEO BURNETT SHANGHAI
Executive Creative Director/Copywriter/Art Director: Amanda Yang (Leo Burnett Shanghai)
Executive Creative Director/Art Director: Gordon Hughes (Leo Burnett Shanghai)
Creative Director: Forest Young (Leo Burnett Shanghai)
Copywriter: Jason Su (Leo Burnett Shanghai)
Copywriter: Dandan Lee (Leo Burnett Shanghai)
Art Director: Handsome Wong (Leo Burnett Shanghai)
Art Director/Designer: Ken Lee (Leo Burnett Shanghai)
Designer: Bonny Sheng (Leo Burnett Shanghai)
Designer: Chengtao Mu (Leo Burnett Shanghai)
Illustrator: Colin Lu (Leo Burnett Shanghai)
Illustrator: Jun Xu (Leo Burnett Shanghai)
Illustrator: Fey Zhang (Leo Burnett Shanghai)
Producer: William Huen (Leo Burnett Shanghai)
Producer: Chrisine Chen (Leo Burnett Shanghai)
Account Director: Weiwei Chen (Leo Burnett Shanghai)
Photographer: Peter Wu
Photographer: Jerry Lee
Production House: (Culture Documentary)
Director: Danny
Media placement: Ambient - Shanghai Library - 2 April 2011

Summary of the Campaign
In China, 1 autistic child is born every 20 minutes. 1m families are affected by autism. Public unfamiliarity with autism causes parents with affected children to have to confront the predicament alone. They are as lonely as their children.

The Qingcongquan Foundation (an NGO that assists families with autistic children nationwide) held an event on April 2, 2011, World Autism Day, to raise public awareness of the plight of families with autistic children.

We created an exhibition of 'living sculptures' in Shanghai Central Library. A mother and her child, both dressed entirely in black, sat respectively at each end of a 20-metre long, black-netted, cage, vividly presenting the psychological distance between the autistic child and their parents. Relevant knowledge and pictures were disseminated around the site along with a donation box.

This event attracted the attention of over 120 media outlets, including TV, radio stations, newspapers, magazines and web news portals, generating over CN¥100m worth of free media. By reaching an audience of over 50m and stimulating 379,127 discussions on social networking sites, families with autistic children have now become a concern for all society.

The Situation
In China, 1 autistic child is born every 20 minutes. One million families are affected by autism. Public unfamiliarity with autism causes parents with affected children to have to confront the predicament alone. They are as lonely as their children.

The Goal
Shanghai QingCongQuan Autism Foundation (an NGO that assists families with autistic children nationwide) held an event on April 2, 2011, World Autism Day, to raise public awareness of the plight of families with autistic children.

The Strategy
Strongly and directly demonstrate the suffering of those families affected by autism, to arouse public sympathy, and to get media reports.

Execution
We created an exhibition of “Living Sculptures” in Shanghai Central Library. A mother and her child, both dressed entirely in black, sat respectively at each end of a 20-metre long, black netted, cage, vividly presenting the psychological distance between the autistic child and its parents. Relevant knowledge and pictures were disseminated at the site along with a donation box.

Documented Results
This event attracted the attention of over 120 media outlets, including TV, radio stations, newspapers, magazines and web news portals, generating over 100 million RMB worth of free media. By reaching an audience of over 50 million and stimulating 379127 discussions on social networking sites, families with autistic children have now become a concern for all society.