Cannes Lions
LEO BURNETT SHANGHAI, Shanghai / GUANGZHOU YANGAI SPECIAL CHILDREN PARENT CLUB / 2011
Overview
Entries
Credits
Execution
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.In a society where autism is still being scorned, parents of autistic children tend to hide from their problems. The purpose of using performance arts as the creative execution was to show that there is nothing to hide when your child is autistic. As performance arts is uncommon to China’s mass, this act not only increased public awareness of the illness, but also helped the “Yang Ai Special Children Parent Club” raise project funding for parents of children with autism, as well as parents of children with other special needs.
Outcome
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.
Similar Campaigns
9 items