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| Author | Zoe Aresti |
The National Autistic Society Scotland’s Too Much Information campaign is to air at Cineworld Glasgow after a screen time donation was made by Digital Cinema Media (DCM) on behalf of the charity.
The film, Can you make it to the end? was created by agency Don't Panic London and shows an autistic child becoming overwhelmed by lights, noise, smells and crowds on a trip to a shopping centre and was created to help the public learn about autism, after just 15 per cent of autistic people in Scotland said they believe the condition is understood in a meaningful way.
The video, directed by Great Guns' Joshua Trigg, has been viewed almost 60 million times worldwide. DCM donated over £4,000 of screen time and production costs and it will be shown before trailers on selected movies at the Cineworld site - the world’s tallest cinema - for two weeks from Today (Friday 8 July).
Jenny Paterson, Director of The National Autistic Society Scotland, said: “We created this film to help the public understand what autistic people have to deal with in seemingly ordinary situations. Noises, lights, smells and bustle in a shopping centre can be overwhelming and even frightening. We are very grateful to DCM for its donation, allowing us to share our film with cinema-goers in Glasgow.”
Esther Canham, Agency Executive at DCM, added: “Can you make it to the end? is a great piece of creative for a good cause and as a proud charity supporter DCM is very pleased to bring the work to the big screen. The cinema is the most immersive environment in media today and showing the ad in Glasgow will allow for more people to see the film in the best possible way.”
The screenings in Glasgow will coincide with a special holographic advert being placed in a bus shelter on Glasgow’s Renfield Street near the Cineworld site. The image on the poster will change as pedestrians get closer to it, hinting at the impact of sensory overload on an autistic child.
Watch the ad below and see how the campaign was brought to life with a VR experience here.