Qingcongquan Foundation: The Distance Between Mother & Child

The Distance Betweem Mother & Child

Ad agency Leo Burnett (Shanghai) won a highly coveted Yellow Pencil at the 2012 D&AD awards last month for a piece of work it created for the Qingcongquan Foundation (青聪泉) – an NGO that assists families with autistic children across China. Here is a rundown of the work:

On YouTube

On Tudou

The Problem
In China an autistic child is born every 20 minutes. One million families suffer from autism. Public unfamiliarity with autism causes parents to confront the predicament alone. They are as lonely as their children.

Mission
The Qincongquan Foundation held an event on April 2, 2011 (World Autism Day) to raise public awareness of the plight of families with autistic children.

Idea
Leo Burnett 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.

Results
The event attracted the attention of over 120 media outlets, including TV, radio stations, newspapers and magazines generating over 100 Million RMB worth of free media. By reaching an audience of over 50 million and stimulating 379,127 discussions on social networking sites families with autistic children have now become a concern for all society.

Agency credit: Leo Burnett (Shanghai)

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  • MassiveBender

    I notice these adverts for charities and do-gooding are always in English, is that because they are translated for Chinasmack or because they are made primarily to win awards rather than hearts and minds?

    I didn’t like this ad, the music was cliched and overbearing, I don’t think it was very sophisticated; but if it was as successful as the article implies it really shows the cultural difference between China and my home country, the UK, and so I suppose has targeted the audience more effectively.

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