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.”


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


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella Asia newsletter now.



Sign up to our free daily update to get the latest in media and marketing