Cannes Lions
LEO BURNETT SHANGHAI, Shanghai / SHANGHAI QINGCONGQUAN TRAINING CENTER / 2012
Overview
Entries
Credits
Execution
In order 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 representing the psychological distance between the autistic child and its parents. Relevant knowledge and pictures were disseminated at the site along with a donation box.
Outcome
This event attracted the attention of over 120 media outlets, including TV, radio stations, newspapers, magazines and web news portals, generating over RMB 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.
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