AUCKLAND, NEW ZEALAND – January 15, 2014 – People with autism live in the same world as us, but decipher it very differently to how we do. Whybin\TBWA’s first pro-bono campaign for Minds For Minds highlights this difference in order to raise awareness and generate donations to their scientific research.
By using a team of New Zealand’s top scientists, one of the Minds For Minds research projects aims to identify the genetic signatures of a mind affected by Autism spectrum disorder and lead the world in solving the mystery of Autism.
Whybin\TBWA’s Chief Creative Officer, Toby Talbot, said it was important to get involved with Minds For Minds because they have the potential to positively impact the 45,000 families in New Zealand affected by autism as well as making a global difference.
“Minds For Minds is the first organisation to lead this research in New Zealand – it’s important we support them in their cause by making New Zealander’s aware of what they’re trying to achieve,” said Talbot.
“If they’re successful, it would be a significant scientific breakthrough,” added Talbot.
Professor Russell Snell, Minds For Minds geneticist, says it’s an extremely rewarding programme to be involved with and is confident with Whybin\TBWA’s involvement it can only to go from strength-to-strength.
“Autism is a challenging disorder for the general public to grasp and myself and the team at Minds For Minds believe Toby and his colleagues have done a superb job at putting challenges we face trying to decipher this mystery into a clever and engaging campaign,” added Snell.
The print and outdoor campaign uses long copy that alternates between the perspectives of a mind affected by autism and the scientific minds that are studying them to bridge the gap between these two worlds and to demonstrate the contrasting thought process.
To find out more about Minds For Minds and how you can help, visit: www.arnnz.org
Credits
Creatives: Smeta Chhotu-Patel, Tom Johnson and Tom Knighton
Head of Design: Phil Kelly
CD: Lisa Fedyszyn and Jonathan McMahon
CCO: Toby Talbot
Account Director: Mark Wilson
Group Head: Jodi Willocks
Production: Ali Vernon
Print Production: LightFarm Studios
Logo Design: Lorenz Perry
