Earlier this April, in commemoration of World Autism Month, Golden Screen Cinemas (GSC) embarked on a campaign “Autistic People Are Not Broken” to increase public awareness for autism spectrum disorder (ASD) and #BreakTheStigma around the condition.
The campaign, which took place from 2nd to 30th April saw GSC’s website, social media pages, and electronic screens throughout the country turned blue for the cause. On-ground cinema staff also wore a blue button badge in support of autism awareness throughout the month. Additionally, GSC also screened a special movie called “The Wayang Kids” during the campaign, where customers who purchased tickets to the film were given a button badge as part of the company’s effort to raise awareness for ASD amongst the public.
Distributed by GSC Movies, “The Wayang Kids” tells the story of a group of primary school children overcoming cultural and language barriers to represent their school in an international Chinese opera performance. Leading the team is a student with mild autism who has to convince his classmates, teachers, and parents, and ultimately himself that he deserves a role in the performance.
“Awareness is an important first step towards acceptance for those living with autism. We are honoured to do our part in enlightening Malaysians about this condition, as we seek to break the stigma,” said Mr Lionel Loh, Senior Marketing Manager, Golden Screen Cinemas.
Following the end of the campaign, GSC has donated RM10,000 to the National Autism Society of Malaysia (NASOM). The donation, which also comprises proceeds from “The Wayang Kids”, was presented to NASOM Chairman, Puan Feilina Feisol in a private ceremony that took place at GSC Pavilion Kuala Lumpur.