Autism Awareness (2011)

The rate of autism was one in 110 children when the video was created, but due to the rapid rise in prevalence of this disorder, in 2014 the CDC updated the prevalence to one in 68 children in the US.

BACKGROUND:
Autism is the fastest-growing serious developmental disorder in the United States. Today, one in 68 children is diagnosed with an autism spectrum disorder, a 33 percent increase in just the last two years. Despite this high prevalence, research shows that many parents of young children have very little knowledge about autism and are not seeking help soon enough.

CAMPAIGN OBJECTIVE:
This campaign seeks to educate parents about the growing rate of autism in this country and to ultimately increase the level of early detection. The campaign encourages parents of young children to visit http://www.autismspeaks.org/signs to learn the early signs of the disorder.

TARGET AUDIENCE:

  • Parents of children ages 0-6 (primarily mothers)

KEY MESSAGE:
Early diagnosis can make a lifetime of difference.

DONATED MEDIA:
Over $287 million in donated media support from 2006-2011.

MEASURABLE RESULTS:
Since the launch of the campaign in 2010, parents who have seen or heard the “Odds” campaign are 160 percent more likely to be aware of the high prevalence of autism compared to those who have not seen or heard the campaign. These parents are also 55 percent more likely to think about autism as it relates to their own children, and 93 percent more likely to recognize at least one key sign of autism.   

BBDO, the pro bono agency on our Autism Awareness campaign, created a video case study to highlight the effectiveness of the award-winning PSAs.

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