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CCTV tells story of a deaf child’s ‘silent world’

Chinese national broadcaster CCTV has launched a public service film to highlight the difficulties faced by deaf children and their relationships with their parents.

The two-minute film titled ‘the silent world’, the work of Saatchi & Saatchi’s Shanghai office and Taiwanese director Yang Ya-che, tells the story of a baby born with congenital hearing disorder.

The film is the latest in a series of CCTV public service films by Saatchi’s. The previous film highlighted the importance of aged-care in China. It won a bronze at Cannes in 2013.

He Haiming, director of CCTV’s advertising operations center, said of ‘the silent world’: “It is our aim to spread this message of love and encourage parents to increase their care and efforts to enrich the lives of their hearing-impaired children.”

“It is also our hope that this message is received globally, that together we need to understand the challenges faced by hearing-impaired children and their families so we can break through their ‘silent worlds’ with love,” he said.

Fan Ng, chief creative officer at Saatchi & Saatchi Shanghai, added: “We gave thoughtful consideration to casting to ensure that viewers were provided an authentic and realistic view of the joys and challenges experienced by families of hearing-impaired children.”

Credits:

Title: A Silent World
Client: CCTV
Agency: Saatchi & Saatchi Beijing
ECD: Ng Fan
GCD: Elaine Young
Senior Art Director: Zaren Zhu
Art Director: Guojing Yang, Wenzhang Chen
Copy: Cecily Yao
Head of TV Production: Ran Yin
Strategic Planner: Camden Chandler
Business Director: Twelve Tang
Associate Account Director: Christ Dai
Account Manager: Ada Liu

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