Making a movement
St. Andrew’s Autism Centre (SAAC) has long championed the belief that persons with autism thrive best within a caring and connected community. In 2024, they brought that philosophy to life once more with the second edition of Walk of a Lifetime (WOAL)—a community event that calls for solidarity, visibility, and joyful participation.
Winds of change
With a deeper emphasis on storytelling and symbolic gestures, we wanted the promotional campaign for 2024’s WOAL to be a platform for demonstrating what real inclusion looks like. Central to communications was the pinwheel—a metaphor for how individuals with autism, much like pinwheels, need a gentle, sustained breeze from those around them to truly flourish.
The campaign thus featured that “breeze”: volunteers, supporters, teachers and parents of SAAC’s students, as well as the students themselves—all who participated and contributed meaningfully to the walk’s preparation and spirit.
Making every step count
From brand identity to campaign storytelling, we crafted a system that carried the event’s message with clarity, consistency, and heart.
- Event Branding
In order to extend the visual language of the walk beyond the current SAAC brand elements, we introduced hand-drawn illustrations and soft brushstroke elements, together with a fresh colour palette and script typeface which brought warmth and approachability to every touchpoint—from print materials to social media content.
- Creative Content & Storytelling
We developed a full-fledged content ecosystem, balancing heartwarming narratives with trend-led execution:- Documentary-style videos spotlighting students painting murals, baking cookies, and making pinwheels.
- Reels based on popular social formats like “What’s in My Bag”, crafted to resonate widely and drive awareness.
- Educational and instructional posts—from how to get there to what to expect—ensuring clarity while keeping things human.
- Photography & Video Production
Over the course of the campaign, we created high-quality, high-empathy content designed not just for one-time use, but to serve future fundraising and engagement needs as well.
A pinwheel, a purpose, a path forward
Through story, strategy, and design, we helped SAAC present a statement: that persons with autism deserve spaces where their presence are both welcomed and deeply valued. When inclusion is real, it can be captured in the smallest things—the simple pinwheel, a cookie packed by a person with autism, a step taken together in the same direction.
Irish Gayle, Kerk Siang Ying, Nathan Chew, Stacy Tan
Lee Miao Wen