Grey for Good could have created a cutting edge digital tool or app to help parents unravel the diagnostic characteristics of autism. Print worked better.

Many Singaporeans know little, if anything at all, about autism. And the complicated disorder is difficult to diagnose.

For its 10th anniversary, non-profit St. Andrew’s Autism Centre and partner, Grey Group Singapore’s newly formed philanthropic arm, Grey for Good, to help it educate people about the condition. The partnership was launched to coincide with World Autism Awareness (Singapore), a collaborative autism advocacy effort in April among five partners, of which St. Andrew’s Autism Centre is a key member.

Michelle Pang, manager, corporate communications, St. Andrew’s Autism Centre, outlined the complexities of the challenge, “A person with autism looks just like you and I. Regardless of where they are on the spectrum, no two persons with autism will exhibit their symptoms the same way. This can make it difficult for families with children with autism to share with others, the daily challenges they face when supporting their child to navigate in a world not ordered for them.”

There was a lot of information to convey. And so many interwoven elements. Grey’s answer turned out to be elegantly simple. It is a useful, 3D, ‘immersive’, ‘experiential’, keep-able and share-able resource for its campaign, Unfold the Child.

Paper.

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