Advertiser: CLOVER
Agency: SAATCHI & SAATCHI
Category: Charities
Advertising campaign: THE LOCK OF A FAMILY
Art Director: Army Xie (Saatchi & Saatchi)
Copywriter: Eden Qin (Saatchi & Saatchi)
Group Creative Director: Forest Young (Saatchi & Saatchi)
Art Director: Forest Young (Saatchi & Saatchi)
Producer: Lily Jin (Saatchi & Saatchi)
Copywriter: Momo Hou (Saatchi & Saatchi)
Producer: Ran Yin (Saatchi & Saatchi)
Head Of Pr: Rebecca Liu (Saatchi & Saatchi)
Copywriter: Andrew Lok (Saatchi & Saatchi)
Art Director: Andy Liu (Saatchi & Saatchi)
Art Director: Fan Ng (Saatchi & Saatchi)
Executive Creative Director: Fan Ng (Saatchi & Saatchi)
Creative Director: Momo Hou (Saatchi & Saatchi)
Relevancy
We realized that in order to raise general awareness and also recruit volunteers, we needed to demonstrate that autism affects more than just the person suffering from the condition. We wanted to illustrate the isolation and helplessness felt by not only autistic children but also the families that care for them.
Client Brief Or Objective
There are at least 1.8 million children suffering from autism in China. It is the most prevalent mental disorder in the country yet it remains largely unacknowledged and even proactively ignored.In China, mental disability is seen as something to be hidden away to preserve the family honor, leading to widespread ignorance about these conditions. This combination of lack of community awareness and social support services can be devastating to both autistic children and their families.CLOVER, an NGO that assists autistic children, wanted to launch an initiative on Children's Day, June 1st, to drive awareness and appeal for volunteers.
Implementation
We created an exhibition of 'living sculptures' at Shanghai Expo Park featuring four adults and a child imprisoned in giant locks made of black knitting wool. The five locks were to symbolize the five members of a typical Chinese family in one household. By depicting a family both united and trapped in their isolation and helplessness, we sought to raise awareness to 'unlock' their world.
Outcome
The installation was covered by 160 media groups, 80% of which were national, and generated 1.9 million comments and retweets on SNS, reaching over 60 million people. Most importantly, however, CLOVER recruited 16 volunteers and the government took notice, featuring it on their official websites and pledging to launch preferential treatment and training programs to assist these families, with a target of improving their lives within the next 3-5 years.