Meeting of the Minds
Mind for Minds Trust
Issue 31 | June 2014
Agency
Whybin\TBWA NZ
Creative Team
Chief Creative Officer: Toby Talbot Creative Director: Jonathan McMahon, Lisa Fedyszyn Creatives: Smeta Chhotu-Patel, Tom Johnson Art Director: Tom Knighton Head of Design: Phil Kelly
Production Team
Lightfarm Studios
Other Credits
Group Head: Jodi Willocks Account Director: Mark Wilson Producer: Ali Vernon Consultant, The Namery: Sarah Walter
Date
December 2013
Background
Minds For Minds is a non-profit organisation researching Autism Spectrum disorder in an attempt to make a global difference to those living with autism. Research is conducted through genetic sequence testing, which at a price of $1000 per person is a costly procedure. But the more tests that are done, the greater understanding there will be, so in order to drive donations for this cause the task was to create a campaign that raises the profile of Minds For Minds and Autism Spectrum Disorder in New Zealand.
Idea
Understanding of autism in New Zealand is fairly limited, so to increase awareness and ultimately encourage grants and donations, 3 long copy posters were created that each addresses a different symptom of Autism Spectrum Disorder.
The executions demonstrate the complexity of autism spectrum disorder and takes the reader on a journey that alternates between the world of a mind affected by autism, and that of the scientist studying the disorder, to show how very different the two worlds are. Each poster focuses on a different symptom of autism spectrum disorder to allow the public to develop a well-rounded understanding of Autism Spectrum Disorder and the symptoms that are associated with it.
Results
Whilst the campaign is still very much in its infancy, it has already helped to establish the newly founded Minds for Minds as the leading autism research organisation in New Zealand. By accurately portraying both what living with autism is like and the attempts that the team of scientists are making, the campaign has helped to ignite public discussion of the disorder in the media and amongst the scientific community. This provided families affected by autism with the hope that as the research gathers momentum, the world of autism could be better understood and the lives of those affected by the disorder a lot more manageable in years to come.