There’s No Such Thing as a
Normal Sibling
This was a Yoobee Colleges Assignment
Role
Creative Direction, Concept Creation, Campaign Design
Skills
Copywriting, Colour Harmony,
Layout design
Software Used
Adobe InDesign, Adobe Photoshop
The Ministry of Youth Development has a powerful reputation for encouraging and supporting the youth of NZ. A campaign was developed that brings awareness to Autism Spectrum Disorder (ASD), with an aim to change the perceptions of those that have family members with ASD.
Family members and close relatives can often feel embarrassed to have given birth to, or know, a person that doesn’t fit in with society. They may not know what to do, or how to handle the situation when their loved one with autism behaves oddly in public.
The campaign and branding was designed around the sibling relationship experience with the aim of targeting the siblings of those with autism, and changing their perception of living with someone with ASD. This idea correlates well with being comfortable and accepting the fact that there’s not much that can be done to change the situation.
In order to get people to pay attention, bold colour palettes and a tone of voice were used that find similarities of normal sibling relationships with siblings of individuals with autism.
The campaign acknowledges the Ministry of Youth’s mission by using language that, not only stirs emotions, but resonates with the target audience,
and giving them a platform for their message to be seen across NZ.
The copy aims to find any connection to
common habits that typically developing kids/adults have to autistic siblings, further supporting the the campaign’s message that there really is no such thing as a normal sibling.
T-shirts and tote-bags were used as a deliverable for this campaign as an effective way to spread a message, due to the notion that they literally act as “billboards on legs.”
