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How an experiential digital campaign made
10 million people think differently about autism
Tom MaddersHead of Campaigns and
Community Engagement
@TomMadders
Chrystyna Chymera-HollowayHead of Insight and Strategic Marketing
@ChrystynaNAS
When asked, parents said that their
child’s autism was often or sometimes
misinterpreted as naughty (75%),
strange (75%) or funny (71%)
28% of autistic
people have
been asked to
leave a public
place
The public stare (88%),
tut or make
disapproving noises /
gestures (74%), or
actively avoid people
on the spectrum (71%)
70% of parents and 79% of autistic people
feel socially isolated
50% sometimes or often feel unable to
leave the house because they are worried
about how others will respond to their autism
40% of parents and 54% autistic people
have lost friends because of how they’ve
responded to autism
36% of parents and 44% autistic people
have lost a job for reasons relating to autism
51% feel lonely and 41% would like more
friends
THE SOCIAL
IMPACT
Us
Friends (like us)
Family
“We’re in a bubble,
an autistic bubble,
thank God” Mother of Autistic Child
PEOPLE TOLD US THEIR
WORLD SHRINKS
“So now my children
don’t see doctors or
paediatricians at all,
yes, they don’t go to
doctor's” Mother of Autistic Child
“You just avoid the
situation, so we’ve
closed ourselves off
from the world” Mother of Autistic Child
“I stay at home, and
if there’s too much
banter I can go
upstairs” Autistic Adult
“You become
smaller and your
world becomes a lot
smaller” Mother of Autistic Child
The Aim:To improve the lives of people with
autism and their families by changing
public perceptions, attitudes and
behaviour towards them.
Targets:
• Real understanding of autism (5%
increase)
• Behavioral change (5% increase)
KEY INSIGHT
When people make a
connection between
the behaviours and
autism it triggers a
natural desire to
behave with empathy
(rather than
judgement).
All the following stats were recorded in the first 4 months that the
campaign was live.
HOW HAS IT DONE?
AVERAGE 4% ENGAGEMENT
RATE
SOCIALGROWTH
24K+ 110K+4K+
HERO FILM 56M+ VIEWS1M SHARES
25,000 CAMPAIGN SIGN-
UPS
26% GROWTH IN AWARENESS
VS. 0.7% av. for charity
content
16% SHIFT IN
UNDERSTANDING
Guardian readers
NFP
WHAT WE LEARNED
INVEST IN GREAT
CONTENTAND
SEEDING
MAKE ABSOLUTELY
SURE OF YOUR
RESEARCH INSIGHTS
DATA CAPTURE ISN’T CRUCIAL
TO AWARENESS
MEDIA PARTNERSHIP
CAN GROW DEPTH OF
UNDERSTANDING
PROS AND CONS TO
USING NEW TECH
INTERNAL COMMS
AND BACKING ARE VITAL
Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk
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