Each year, over 100,000 children in Asia are born with cleft lip and palate. These birth defects turn the simple act of eating, a basic activity of daily living, into a struggle for them.
To raise awareness about these conditions, The Cleft Collection was created. This unique set of cutlery—made up of a knife, fork and spoon—was deliberately designed to change the way people eat so they can experience how difficult every meal is for children with cleft conditions.
Unsuspecting guests, including several key opinion leaders, experienced how difficult it was to dine with The Cleft Collection. The purpose of the event was revealed at the end of the dinner, highlighting one of many difficulties faced by children with cleft conditions and raising awareness about the cause.
CANNES LIONS 2019: Shortlist—Media
D&AD: Shortlist—Health and Wellness
LONDON INTERNATIONAL AWARDS 2019: Bronze—Experiential Design; Bronze—Social Responsibility/Awareness
CLIO HEALTH 2019: Silver—Direct
SPIKES ASIA 2019: Bronze—Brand Experience & Activation
AD STARS 2019: Silver—Public Service Advertising (Healthcare); Crystal—Direct (Use of Direct Marketing)
