Research shows that the stigmas associated with neurodiversity can prevent parents from supporting their kids, and can negatively impact kids’ mental health. So we launched the “Be the Reason” campaign to address the stigma around learning and thinking differences and get parents of kids who learn and think differently to trade their skepticism for support

Neurodivergent kids
need support, not stigma.

90% of all parents believe there are children with LTDs – but are still influenced by stigmas and myths. That is why it was important to us to make sure we connect with the audience of parents on a personal level, so we created film from child’s perspective of living with an LTD when her differences go ignored.

The campaign ran on social channels with series of :30, :15 videos and digital banners. Paid media exceeded all campaign goals driving 76M impressions, 45M video views & 25M video completions and with metrics higher than industry benchmark for nonprofits. We can proudly claim that we changed the minds of 80,000 parents during the study period alone.

CREDITS

Client: Understood.org
Director: Carrie Stett
DP: Christine Ng
Role: Campaign development,
creative direction, art direction