The Background:

International Advertising Association (IAA) in association with Rotary District 3141 held a ‘Autism Awareness Contest’. The objective of the campaign was to raise awareness about autism, particularly focusing on the importance of early detection & intervention, among young parents, teachers and the community at large.

Challenge:

Since, this was a pan-India contest, conducted by two globally recognized bodies, the buzz around the competition was loud. Hence, a lot of reputed creative agencies would send in their entries, and only the very best and effective work would be chosen as the winner. Simply put, we had to come up with a cracking campaign.

Approach:

Our campaign featured visuals of child versions of renowned personalities such as Albert Einstein, Leonardo da Vinci, and Charles Darwin, juxtaposed with their adult achievements. Each of these notable figures, celebrated for their extraordinary contributions, was on the autism spectrum. The campaign was an appeal to recognize and nurture the potential of autistic children. The campaign’s central message, “He made a difference. By being different.” encapsulated its essence.

Results :

Our entry was chosen as the winning campaign by a distinguished jury. The jury comprised Anupama Ramaswamy, Joint Managing Director and Chief Creative Officer at Havas; Mukund Olety, Chief Creative Officer at VML; K.V. Sridhar (Pops); and Raj Nair, Chief Creative Officer at Garage. Our winning autism awareness campaign was promoted across print, outdoor, and digital vehicles, effectively raising awareness for autism.