The Autism Society of America proudly marked its 60th year of doing work for the autism community.
To mark the occasion, they needed logo and campaign that celebrated the past but looked toward the future. The work needed to be specific but not exclusive, create a big tent where everyone felt welcome and seen, and also make a point.
Autism Is was that idea. A simple, functional hook that allowed for endless variance and creativity. One that worked as well with big, multi-media executions as well as in presentation decks, donation emails, and public speaking appearances.
Because the Autism Society of America has been bringing the autism community for 60 years. This campaign is just the first of many steps that will bring them success for 60 or more.
Beyond a new commemorative logo and design system marking their 60th year, the Autism Society needed an inspiring, bold, optimistic creative campaign to reach a national audience. But crafting a campaign for a community with such a wide spectrum of individuals was no easy feat.
The idea needed to be specific but not exclusive. It needed to acknowledge differences but not call them out. It needed to create a big tent where everyone felt welcome and seen, while also making a point. Autism Is was that idea. A simple, functional hook that allowed for endless variance and creativity.
One that worked as well with big, multi-media executions as well as in presentation decks, donation emails, and public speaking appearances. The idea sought to connect everyone in the community by defining not what autism isn’t, but what it is. And it laid the foundation for a years-long push for more communication, more interaction, more new members, and more charitable donations.
And the timing for this work couldn’t have been better, because it armed the Autism Society with a bold new way to combat the negative policies and animosity in the mainstream media.
Autism Is, is working, too. Since it’s launch, the campaign generated 22.5 billion impressions, drove a 55% increase in web traffic to the ASA site, and achieved a 313% increase in total engagement on social platforms. I
t generated a 37% increase in total giving, an 87.1% increase in new donors, and resulted in 17% more calls on the national helpline.
