Home > Awareness > Autism is Closer to Home: Ad Council, Autism Speaks Launch New Awareness Ads

Autism is Closer to Home: Ad Council, Autism Speaks Launch New Awareness Ads

This guest post is by Bill Shea, Autism Speaks’ National Director of Creative Services. He has been with Autism Speaks since the very first meeting in Bob Wright’s office at 30 Rock and one of his responsibilities has been offering creative guidance to the Ad Council and BBDO.

When BBDO and the Ad Council launched our first awareness campaign in 2006 the CDC numbers said that 1 in 166 children were on the autism spectrum. The challenge faced at that time was “How do we raise awareness about autism and to get the world to listen?”

Our first campaign was called the “Odds”. It was designed with the insight that parents and guardians have certain dreams and aspirations for their child. We all dream that our child will be the next Britney Spears or the next Derek Jeter. The “Odds” of your child having autism were greater then your child becoming a professional athlete, or a Grammy award-winning singer.

The campaign was immediately accepted and rapidly became one of the Ad Councils most popular campaigns. In its first year, the “Odds” campaign was ranked among the Ad Council’s top ten campaigns, with donated media reaching over 66 million dollars.

Just after we finished the second round of creative the CDC numbers changed from a prevalence of 1 in 166 to 1 in 150. We knew that our messaging was working but we also knew that we needed to make the spots more hard hitting – because the numbers were growing with no signs of a cause.

The team over at BBDO came up with the brilliant idea of turning the “Odds” campaign on its head. Why not show celebrities that beat the odds of becoming tops in their field but didn’t beat the odds of having a child with autism? The challenge then became who was going to be brave enough to show the world that they have a child on the spectrum? Well, we found them. Ernie Els and Toni Braxton. We never could have done the spots without the help of these two professionals who are at the top of their game. These spots helped to drive the message even further home and we saw awareness of autism rise over 20%  among parents of young children.

Then in December of 2009, the CDC announced the latest prevalence statistics, this time to 1 in 110, one in 70 boys.

Autism IS closer than you think.

To quote Ronald Ng, executive creative director, BBDO New York, “It is no longer someone in your distant friend circle; it is becoming a reality within your peers, and even your own family.”

I am proud to introduce you to the new Ad Council campaign created this year by our excellent team over at BBDO. Bob Emerson (Executive TV Producer), Ronald Ng (EVP, Executive Creative Director), Tim Wettstein (Associate Creative Director) and Patrick Herold (Associate Creative Director) worked with award-winning director Lasse Hallstrom to come up with this riveting and powerful ad that really brings this message home. Dan, the young actor in the spot, has a niece on the spectrum and the dad at the end of the commercial is the real father of Max, who is on the spectrum.

Thanks to all the great media outlets out there who continue to give us free space to run these important ads. Thanks also to the Ad Council for taking us on for another three-year campaign. We are sure that this ad will take the message of autism awareness to the next level.

Read Autism Speaks’ press release here.

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  1. Corinne
    July 7, 2010 at 12:21 pm

    I think this will succeed at what it is meant to accomplish.
    It brought tears to my eyes. I will be watching for it on T.V.

  2. Selena Dasgupta
    July 7, 2010 at 12:33 pm

    Same here Corinne! It’s so simple yet leaves a big impact! I have 2 boys on the spectrum, & I am more depressed by people that do not care to understand any than i am of my boys having it. A little education goes a long way & I believe all teachers & school personnel should have to undergo training to help them understand these kids a little better!

    • Jesus Lopez
      July 9, 2010 at 1:06 pm

      Exactly our case (2 kids) … and exactly as I feel about the lack of education to professionals, and even worst, that lack of attention by general population.

      • Kourt
        July 10, 2010 at 2:40 pm

        I have two kids one boy one girl Twins… It’s so strange how people view Autism.. The education system in utah is horrible for these kiddo’s and the 4 private school’s spread threw utah isnt enough Three year or more waiting list while there is hardlly any support here for Autism!

  3. Lori Anderson
    July 7, 2010 at 12:54 pm

    How can I share this to some of my friends on facebook! I dont see a link from here? Can anyone help!!! This is an amazing video!! I got chills!

  4. July 7, 2010 at 1:41 pm

    Definetly will share this on my blog !

    Thanks for the wonderful video. We sure need theses to help increase the awareness. My eldest son has autism, this is very close to my heart,

  5. janice
    July 7, 2010 at 2:27 pm

    As a teacher, I am just becoming empowered about how to meet children with autism where they are at and bring them steps closer to meeting their goals. As for the parents I hold you in the utmost regard as your daily challenges and celebrations are making a difference in shedding light on autism.

    • Andrea Payne
      July 10, 2010 at 2:43 pm

      First, I’d like to thank you for your awareness that it really takes being “empowered”, then figuring out where they are (especially since they are so different in the school setting and it’s hard for us parents to be empowered when we are so clueless to the stressors and triggers), and FINALLY determining what you need to do to even make one step. Until this year, I was really as much of a help as a hinderance. When my youngest started school this year, I began volunteering with some children in a different grade than mine. What an eye opener! And Second, please feel free to send me an email (andi30312@aol.com) if there is ever any way I can help you with my ‘both sides of the fence’ view! :)

  6. Eunice Rivera
    July 7, 2010 at 2:30 pm

    This ad is so touching. It is also very educational. I support Autism Speaks and other non profits organizations who advocate for Autism…My first born has Autism and he is now 13 yrs. old. I thank Autism Speaks and many others for their support, advocacy, and for doing such a great job educating the public about Autism.

  7. Sandy Scheers
    July 7, 2010 at 2:33 pm

    Where is the share button? I want to share this video???
    Thanks!
    Sandy Scheers

  8. Erin Kuhlman
    July 7, 2010 at 2:36 pm

    Awesome! I am still crying. My baby girl has autism, and it is heart-wrenching when people in a store glare at her because of an uncontrollable outburst. I was once told to “just spank her.” The public has little to no knowledge of this neurological disorder, but they desperately need it. Hopefully this spot will touch the hearts of those who would prefer children with autism be kept “out of sight, out of mind.”

    • Kourt
      July 10, 2010 at 2:37 pm

      I know ezactly how you feel… My son flaps his hands and laughs out loud i think it is so cute… I wish i could laugh all day like him. Everyone stars at him like he is on drugs… My daughter has echolal and she does not get much looks but, they think she is crazy or wierd the way she talks i had one lady told me it scared her. I no longer judge when i got these kiddo’s i keep my eyes so open to everyone and there needs. It is so sad.. God gave me these kiddo’s for a reason i feel very blessed.

      • Marina
        November 2, 2010 at 3:46 pm

        I feel the Same way Kourt my son laughs occasionally and also echolal but I feel blessed too. I strugle sometimes with one autistic child i can only imagine two

  9. Kath
    July 7, 2010 at 2:43 pm

    Liked this ALOT. Just a few months ago when a friend put Autism Support Status on Facebook I was in shock that one of her “friends” tried to Say these # were all wrong=Alot less?! There is Still so much Ignorance out there!Maybe this will help.

  10. Sandra Gill
    July 7, 2010 at 2:52 pm

    I love this ad!! It is very simple and hits home very hard. One of my boys was
    just dignosed with Autism. Before the dignoses I knew very little about the disorder. Bringing the disorder to the attention of everyone is an excellent idea.

  11. Samantha
    July 7, 2010 at 3:13 pm

    My 4yr old son has Autism. Any help to get Autism out there is get cause some people are just not aware of what it is.

  12. greg morrison
    July 7, 2010 at 6:46 pm

    I watched this twice. I seen great special effects. I feel the message you said you were trying to convey was missed. As a parent of a 16 ASD son I get it. Yout target market, probably not. What are they supposed to do ? visit as.org for signs ? we need some empathy and understanding not signs.
    But at least you are probably not going to piss off the entire Autistic community like your I am Autism embarrasment.

  13. Rahshida
    July 7, 2010 at 7:05 pm

    The video was very informative and real. My son is 51/2 years old with autism. My sister’s son is now 10 and is also autistic. My friend has three sons one is on the autistic spectrum and a younger one with a severe speech delay. I now have two other friends who just had babies aged 10 and 5 months one a boy and the other a girl and both are showing signs lacking eye contact and crying all day just like our autistic children did. They look autistic to me and they may be. We need to wake up before we have a nation of autistic boys and men. Find the cause!! Find a cure!!!

  14. Kelly
    July 7, 2010 at 7:15 pm

    I like the ad. I especially like the look of the people in the ad–“average looking”. Many people think that autism “looks” different.

  15. Mildred Zasadil
    July 7, 2010 at 7:45 pm

    I really think this will start to hit home with people. I hope the politians will take a real good look at it.

  16. July 7, 2010 at 8:34 pm

    Keep up the good work! This message is so important. I have a 24 year old son on the spectrum, who was not diagnosed until he was 16. I searched for years to find someone who could help. Even doctors didn’t know what he had. Thanks for bringing this to the forefront!

  17. July 7, 2010 at 9:15 pm

    As a recently retired Special Education teacher, I cried during this video because I taught many children over the years who were diagnosed with a disability in the Autism Spectrum category. I know first hand what parents, siblings, teachers, and peers deal with every day when trying to communicate and care for a child with Autism. The more we discuss Autism, lack of communication skills, and lack of socialization skills, the better life will be, not only for the child with Autism, but for each person he/she comes in contact with during daily activities in his/her community or at home.

    This video advertisement will most certainly raise the awareness you are aiming for and create an understanding of Autism in children. Many of my former collegues refused to work with a child with Autism, not because of bias, but because of lack of understanding and knowledge.
    Knowledge and understanding are the keys society needs to clearly see the prevalence of not only Autism, but other disabilities as well. I have faith and the belief that this advertisement video will become the leader in advocacy and awareness leading to more and more local, state, and federal populations gaining the insight needed to truly be enlightened about Autism and other disabilities.

    Statistics have always shown how important early intervention is, especially for children with Autism. The more awareness we raise, the earlier we as a society can provide early intervention for children, education for parents and families, and appropriate training for teachers, teaching assistants, and volunteers in the school systems.

    Thank you for sharing this video with me. I am so happy I watched!

    Carol Keagle
    Retired Special Educator
    Crossville, Tennessee

  18. July 7, 2010 at 11:21 pm

    My daughter has Aspergers Syndrome a high funtioning form of Autism. I just found this out recently. She was always in learning support and had a hard time with social skills. I wish there would have been more information for me about this. I’m glad to see more information out there and in the media. There needs to be more info in the school systems though !!!

  19. Peter Bell
    July 8, 2010 at 8:21 am

    Great blog, Bill. And a BIG THANK YOU to you for your brilliant creative skills that have allowed the world to learn more about autism. The autism community is very lucky to have you. You da man!

  20. Heather
    July 8, 2010 at 9:02 am

    My 8 1/2 year old DAUGHTER is PDD Autistic……I’ve been thinking of and have many many ideas for ads in reguards to autisum awareness…..yes the ad is good….gets it more aware……but I would like to see more……its not just BOYS …many ads always talk about the boys……1 out of 4 are GIRLS……and also…..i’d like something more about “its ok to be different” Thats what my daughter says and i have taught her. Everyone is different but were all the same on the inside. Shes higher functioning…..she can communicate in sentences ( BIG ACCOMPLISHMENT ) my dream is to use her or another child like her in these ads…to show autism has no particular look..gender…race…….one of the hardest things for me in the beginging was if we were out and she broke down…people would stare as if she was a spoiled brat and I was getting dirty looks to the point I’d yell “she has autism……keep walking! ” people need to think twice and understand…..id lkike more ads educating awareness about that! =0)

  21. Jenn
    July 8, 2010 at 9:38 am

    I strongly believe that autism is a man made disease…all the chemicals added to foods & the ignorance of the world depleting our natural resources…these statistics leave an uneasy feeling inside..I am doing my part to raise awareness of these issues I feel are causing autism to spiral out of control…I have worked hand & hand with a Doctor of Naturopathic medicine with whom is a beautiful soul & genius might I add!! He has guided autistic children & many other people seeking a healthier lifestyle through diet & supplement programs..following this they have come a long way..the dramatic changes these children have transitioned into is simply amazing to watch! If you chose to inquire about him you will be making a move towards a healthier state of mind & a whole new awareness of life in general…Dr. Terence Dulin has helped save my life & I continue to watch him help others with pure, genuine,loving intent…if you have an open mind & want to learn more please don’t hesitate it is a life altering experience..reach out 516-293-4276…much love to all:)

    • July 9, 2010 at 10:16 pm

      I Agree with you, after i decide to try the Isotonix for chidren in the Spectrum, my son is getting better day by day. We are so Happy to see he coming aout of his World that is hardy to believe. The Isotonix is natural,has Ezimes, Vitaminas, anti-oxidante wich heps digest gluten and casein. He start to talk and do all the things that ask him to do, sometimes i don’t use his PECS, he looks more, he comes when i called him.The only probaly is very expensicve, so decide to became e retail, so i can by ate low cost, but it is best thing that cross ours lives.

  22. Katie Wright
    July 8, 2010 at 10:57 am

    Amazing work Bill!

  23. sandra tiner
    July 8, 2010 at 11:07 am

    The ad was pretty good but more needs to be told why the increase. Also it not something you catch,more understanding

  24. Dianna
    July 8, 2010 at 10:02 pm

    Very effective and just enough to hit home. 20 years ago it was rare to have met someone who knew someone with autism–now everywhere I go someone has a child with autism (or two), or knows someone who has a child…from someone who has been around for 19 years we have come a long way–know we have a long way to go, but at least I don’t hear “you mean you work with artistic people” anymore.

  25. flara dean
    July 8, 2010 at 10:46 pm

    I think the vedio will have an impact, my 27 yr. old son has autism I beleave he has it because of genetics and environment reasons the MMR vaccine to be exact. My son has tried every thing out there to try to live a normal life. Diet, ,supplements, behavior methods, facilitated communication and medications to mention a few. I feel for the people that have young children with autism because I know what they are going through and what they will be going through. Advocate for your child and educate your selfs parents your in for a interesting life.
    Mom and a person who works with chlidren and adults with autism.

  26. Wendy Marshall
    July 9, 2010 at 7:45 am

    Very moving and thought provoking. I wish well with the campaign and am sure this ad will help.

  27. July 9, 2010 at 8:57 am

    My son is in a group home. I wish i would have never listened to the state . Now, i will never get him back
    Tina

    • Cindy Pershinsky
      July 10, 2010 at 6:44 pm

      I’m sorry to see your comment about your son’s group home. My 24 year old daughter and 6 of her friends are in a terrific group home. The parents (my friends) make a point of being very involved in their lives. We visit weekly and bring her home for weekends very often 2 to 3 weekends a month. She can be home for 8 nights a month. Make a point of becoming more involved and NEVER give up your guardian rights. Much luck to you and your son!!!!!
      Cindy

  28. Peggy
    July 9, 2010 at 9:52 am

    I have posted it to my Facebook! Great awareness! Thanks for all you do!

  29. Diana Yeisley
    July 9, 2010 at 10:23 am

    LOVE the new PSA!!!! Great job AS….. it speaks volumes

  30. Kourt
    July 9, 2010 at 10:51 am

    Great Job! I cried… Not just tears of saddness but tears of hope… I am blessed i have my two children with Autism. It has taught me so much about me and life. But, one of your worst fear is what happens when they become an adult… We just need too take action from begining to end for these people..

  31. Jane
    July 9, 2010 at 1:48 pm

    I hope to see this ad soon and often. I my son has autism and I wear it on my sleeve. It is one of the most important things I feel I can do for my son, and others children with autism. I thank you for your efforts from the bottom of my heart.

  32. Theresa
    July 9, 2010 at 2:13 pm

    I enjoyed it, although I thought it was a bit fast. I had to watch it a second time to match the audio and visual. (Perhaps this I’ve got my own disability) Continuing with the thought that Kourt had….how about a PSA reminding the public and politicians, that this is not a fatal disease, it is a spectrum disorder – all these autistic children will eventually become autistic adults.

  33. Robin Gershaw
    July 9, 2010 at 2:24 pm

    I am so honored that my son, Dan (the younger actor), was part of this ad campaign. Our niece is on the autism spectrum. I still have tears running down my face after watching this. More people need to be aware that this is so prevalent in our society and to be compassionate to those around us. Thank you for doing such an amazing job of bring this into the light. God Bless You.

  34. rebecca
    July 9, 2010 at 3:01 pm

    great commercial! lets keep getting the word out! my 16 yr old is high functioning asperges.

  35. Melissa Furtado
    July 9, 2010 at 3:10 pm

    I love the information provided by the website and the way that it is presented, very informative and well designed. The new commercial is great! keep up the good work and may we accoplish our goals, everyone of them! God Bless

  36. Amy Turner-Iannacci
    July 9, 2010 at 3:12 pm

    Excellent! Keep up the great work you are doing! Education and dialogue will bring positive changes for the autism community…we can change the future!

  37. Susan Kilmurray
    July 9, 2010 at 3:41 pm

    My grandaughter is autistic, her name is Jenna and the man in this PSA is her cousin. We’re very happy and thankful to all who work so hard to help and to Danny.

  38. Lillie
    July 9, 2010 at 7:25 pm

    I still struggle with the diagnoses of my twin boys, but to them, autism is just something that makes them more special. I am blessed by my children and the were meant to be apart of this world… but, if I could give back their diagnoses, I would. As a parent the thought of them having fulfilling and successful lives is a struggle I face daily. Knowledge & education is vital. This PSA also brought me to tears, but it reminds me how urgent it is to get the information out there. Many blessings to all of the other families facing these difficult challenges- remember “God makes no mistakes!”

  39. Dr. ISpeakAutism
    July 10, 2010 at 12:43 am

    I do not have Autism..I am not a parent of a child with Autism….but I have a great interest in working with children with Autism and therefore, I speak Autism. In reading through everyone’s comments, my heart is warmed to see so many people “in the trenches” and advocating for education and awareness of the disorder. Although we can’t pinpoint exactly WHY there has been an increase in the incidences, I would like to encourage you all to continue to educate yourselves, and the people with whom you interact, as champions for your children. They desperately need you, more than they need it from anyone else. And to that end, I will say, I am proud there are so many faithful and spiritual believers on this message board. I once told a friend, who parents a child with Autism, and the same goes for you all “God gave these children to you, specifically. You were hand-picked by Him, because He knew you would be able to provide them with the unconditional love, support, and understanding that they would need throughout their lives.” So keep doing what you’re doing, and keep the faith!!

  40. Andrea Payne
    July 10, 2010 at 6:55 am

    I BELIEVE. That’s where I stop… and where I start again. As I watched the video, AWESOME!!! BY THE WAY, I cried… I cried because I BELIEVE. Now – when I say I BELIEVE it’s about my relationship with Christ… but it applies here too! I believe that there will come a day when we won’t be forced to attempt to educate everyone around us ABOUT THE NATURE OF AUTISM as opposed to what our child with Autism needs… I believe that there will come a day that people won’t give me those stares as my 120 pound almost ten year old alternates between horse galloping through the store (you’d better hope your not the one in his path) or sitting down and refusing to move… I believe there will come a day when saying the word “Autism” in a physician’s office won’t be like dropping the flaming “A” into the room – entire buildings are evacuated!!!! I believe there will come a day when these wonderfully meaningful and effective ads will change just as the man on the video did… they will become closer and closer to home (to each of our homes)and closer and closer to the point where the part at the end won’t be SO NECESSARY, to learn the signs.. visit: AutismSpeaks.org… But for now… for now… I BELIEVE…

    With faith, it’s about believing in what you can not see. It’s blind. It’s stepping off a cliff that you don’t see the bottom of and KNOWING you will be stepping onto the hand of Jesus – so even if you fall – you’re safe.

    With Autism, you have to see it to believe it. And most people – even some of the best teachers, and smartest individuals – can’t see it. The good news though, my fine AUTISTICIZED parent friends… is most of them – WANT TO SEE IT!! The BEST news is that once you SEE Autism – you can SEE IT. The bad news, is there are more of them out there who are way further away from being READY to even believe it’s real – much less to SEE it, and then believe in it… and the worst news is that there are those – even some physicians – who have taken a stance against the public – or even ONE PARENT – believing in it too. And so…

    I BELIEVE.

  41. Cari Erven
    July 10, 2010 at 10:03 am

    Thank you for continuing to fight the fight. My 10 year old son, Kenton has Aspergers Autism. One thing about Autism that is difficult is that there is no certain look that says “Hey I am different…I have Autism..so please don’t judge me” Kenton looks like any other 10 year old little boy. But inside he is anything but “normal”. It is a daily struggle for him and his entire family. Just last night he cried out “I hate my Autism Aspergers…why can’t it stop?” How do you answer that? We just love him unconditionally and make sure he knows he is always safe and alright at home. Thank you from the bottom of my heart for continuing on this journey. We are praying for a cure someday!

    • Andrea Payne
      July 10, 2010 at 2:57 pm

      Our son will be ten next month. We’ve always told him (obviously not with this many words at one time) that Autism means his brain works differently. Because of our beliefs, we also tell him that God gives each person EXACTLY what they need to fulfill their very special purpose in life which is His Plan. When he’s being looked at, I quietly remind him (ok – sometimes it’s a little louder on purpose, but still a whisper)that even though God made his brain very special, He didn’t stamp his forehead with a bright red AUTISM so people who don’t know him – don’t know and expect him to act like most kids as big as he is act.

      Or – when a stranger has been so “helpful” as to point out anything, I put my body as a shield around him (I get as close as I can without him flinching) and quietly remind him that he isn’t doing anything wrong, and depending on the situation I either leave it at that or give him some other concrete way to adjust his behavior.

  42. Karriesa
    July 10, 2010 at 6:00 pm

    I shadowed a boy with Autism this past year at his school. He is such a wonderful child and I loved spending my time with him. He also happens to be my nephew. Now, I babysit for a friend and I believe his son may be on the spectrum. Unfortunately, NEITHER of the parents are willing to even discuss this possibility. I am working to be a teacher (in college for it) and I plan to specialize in Special Ed so that these kids WILL have a teacher who cares and knows how to work with these kids. They deserve the best just like the rest!

  43. Lanette Poteat
    July 10, 2010 at 7:29 pm

    Thanks, this is fantasitc.

  44. Angela
    July 11, 2010 at 11:56 am

    I was really glad to see an ad talking about autism. However, there really wasn’t muck talking about autism in this ad. We are the parents of a 14 year old boy who has autism. I’m sure there is a time frame for the ad but it would have been nice to really SHOW or even break-down some of the noticable symptoms of autism. What I mean is: our son as well as most others “Look Like Normal Individuals”. In the ad so did the little boy. There are people still out there that have no idea what or how a child/teen/or adult ACT LIKE with Autism. If there were….I wouldn’t have to keep encountering people out in public who have been outspoken/rude before I HAVE to INFORM them that our son has autism. I do run into understanding people too, but there is still an obvious lack of AD Awareness. Regardless I am grateful for Autism Speaks for putting this Ad together; I just ask that if possible in the HOPEFULLY next Autism Ad that it will really bring the watcher into a more intimant view regarding to an autistics unusal behaviors and maybe even how it affects the parents/families. Watching eagerly for the next Ad Autism Speaks. Thanks for speaking out for us and other families like ours. God Bless!

  45. Christine G.
    July 12, 2010 at 9:21 am

    I would like to see more TV programs that explain autism. Many people say people with autism are “retarded”. They just don’t get it!

  46. September 23, 2010 at 11:26 pm

    College Living for Students with Learning Disabilities, Executive functioning Deficits, Autism Spectrum Disorders (including Autism, Aspergers, and PDD-NOS)

    Body

    For students with special needs, life after high school is full of possibilities, including college.

    Finding the right college program for students with autism spectrum disorders, Asperger’s, nonverbal learning disorder, ADD/ADHD and other learning disabilities is vital for a college student’s transition into independent adulthood. The right program should provide support for each student’s unique needs and goals.

    With the help of New Directions, young adults with learning disabilities are experiencing independence for the first time in their lives. Some of our clients pursue collegiate endeavors and some pursue vocational training/tracks. New Directions helps students attend universities, community colleges, and technical and vocational schools.

    For more information, go to http://www.newdirectionsfya.com/ (this link goes outside odesk.com) (this link goes outside odesk.com) or call 954-571-5102 to contact Dr. Drew Rubin, Ph.D.

  47. Jenn
    October 12, 2010 at 9:41 pm

    I just saw the commercial for the first time…Danny, I am so proud of you for being a part of such a great cause. What an amazing opportunity!

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