Vanish has launched its Channel 4 Diversity In Advertising Award-Winning ad campaign that shines a spotlight on how families live with autistic teenagers.
The powerful, emotive short film was developed in partnership with creative agency Havas with support from charity Ambitious about Autism and aims to spark greater conversations around autism in order to broaden public understanding of the disability.
Having premiered over the weekend during a screening of Channel 4’s Gogglebox, the film will be backed by £1 million worth of commercial advertising airtime across the broadcaster’s entire network.
The campaign was initially commissioned after research revealed that boys were three times more likely to receive an autism diagnosis than girls, and looks to directly challenge misconceptions around the male-dominated representation of autism in the media.
“Our campaign aims to broaden public understanding, challenge assumptions and inspire an ongoing conversation to help autistic girls, women and all autistic people get the support they need to fulfil their potential. Making clothes last longer matters for us all, but for some it really matters.” Reckitt chief marketing and digital officer, Cigdem Kurtulus said.
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“Clothes aren’t just an item, they’re a lifeline for many people’s everyday lives, helping them feel comfortable and safe. It’s our ongoing mission to ensure clothes stay true to new for longer, extending the garments’ life after washing.”
Depicting a day in the life of Ash, a 15-year old autism sufferer and her real family, the touching film illustrates how familiar items – such as clothing can be of vital importance in helping autistic people regulate their senses.
Reckitt global executive creative director and Havas creative partner, Elliott Harris added: “Working closely with teams across Reckitt and Ambitious about Autism, we identified a universal truth among the autistic community: that clothes can be a lifeline; a source of comfort to help navigate a world not built for them. For Vanish, this represents a clear, credible role for the product and a natural synergy with its purpose: keeping these clothes the same, wash after wash, really matters.
“We set out to shatter the misconception that autism primarily impacts boys – balancing positive portrayals of autistic girls’ talents with honest, authentic insights into their struggles. This campaign, which includes a commitment by Reckitt to becoming more inclusive in their own approach to neurodiversity, platforms autistic female voices across every touchpoint, will broaden public understanding and, ultimately, help an underrepresented community feel seen, heard and supported.”
