Unfoldable magazine ad tells parents symptoms of autism
Ad agency Grey has unveiled another new campaign timed for awards season, this time by the Singapore office for St. Andrew’s Autism Centre.
The idea takes the shape of a magazine ad that can be unfolded to reveal the symptoms of autism.
“Increasing awareness for autism by providing education, training and care for parents, helps families to equip themselves with knowledge and skills. Working together with St. Andrew’s Autism Centre, we hope to increase awareness about autism in the community,” said Ali Shabaz, chief creative officer of Grey Group Singapore.
Credits:
Associate Creative Director – Cinzia Crociani, Grey Group Singapore
Copywriter- Mark Ibaviosa, Grey Group Singapore
Art Director – Cinzia Crociani, Grey Group Singapore
Designer – Cinzia Crociani, Grey Group Singapore
Head of Design – Digital – Sudhir Pasumarty, Grey Group Singapore
Head of Art – Tan Giap How, Grey Group Singapore
Senior Account Manager – Madina Kalyayeva, Grey Group Singapore
FA Artist – Jim Chai, Grey Group Singapore
Production House – Greyworks
Producer – Jacinta Loo Greyworks
Editor – Bobby Aguila Greyworks
Editor – Aaron Tan, Greyworks
Photographer – Teo Chai Guan, Teo Studio
Client – Michelle Pang, St. Andrews Autism Center
Director – Warren Klass, Two Oceans
Composer & Sound Designer – Marco Iodice, Greyworks
Regional Director, PR & Corporate Communications – Huma Qureshi
Regional Corporate Communications Executive – Pang Yanrong
It’s a quibble, as all awareness raising for Autism is a good thing, but as a parent with a child on the spectrum I recoil at the reference to ‘symptoms’ (please, search the definition in your own time) which suggests that, more or less, it’s a disease to be cured. ‘Behaviours’ is far more appropriate and accurate, and indeed sensitive. The campaign mentions ‘signs to look for’ which is better, but then goes on to highlight ‘symptoms’. As I say, awarness raising is great, to be applauded and welcomed, but language is so important here, particularly when one of the greatest battles families face is to help others apprciate that your child isn’t sick but is different and regardless of their place on the spectrum, holds the same potential as any other child. Again, kudos on the campaign, and the intent, but the language undermines its message and can potentially do more damange than good by reinforcing perceptions.
ReplyIsn’t this a direct lift from the magazine Domus Magazine Intersections? Just google it…
http://designyoutrust.com/2009/03/domus-magazine-fold-in-illustrations/1347635655000/
ReplyGrey not doing itself any favours by sharing every piece of scam with the trade media.
Not a good reputation to be building.
ReplyCan’t help but notice that Ali Shabaz is not in the credits list? Is he distancing himself from this obviously scammy (and stolen!!) piece of work?
ReplySpeaks volumes about Grey’s talent and leadership… and not for the better. Worst case of blatant copying I’ve ever encountered. http://designyoutrust.com/2009/03/domus-magazine-fold-in-illustrations/1347635655000/
Replyhttp://designyoutrust.com/2009/03/domus-magazine-fold-in-illustrations/1347635655000/
who copy who
ReplyOh how I wish we could tag the Cannes judges in this post.
ReplyPretty cool idea, if only it weren’t copied from another artist.
Also, no response from the Grey team / Ali?
ReplyWow. Grey has now removed the case study. Guilty conscience. Hope they are not entering it for awards. Lets tag the judges as Terry Savage said.
ReplyQuite sneaky how the ECD removes his name from the credits…just what you would expect from a “player”
ReplyHow can the ECD remove his name? He pushed this through? Now he leaves the rest of his team hung out to dry? OMFG, really Ali, show some courage and resign so you can tell your side of it and at least save your soul. Don’t let the Puppet Masters at Grey hold you back.
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