In an unprecedented move, BBDO New York has brought together three of its clients to help deliver a one-of-a-kind, onetime :60 commercial message designed to help raise awareness of autism and encourage parents to look for early signs. Titled “Lifetime of Difference,” the “ad”—directed by Christian Loubek of Anonymous Content—debuted on April 28 during CNN’s New Day. The message, “Early diagnosis can make a lifetime of difference.”
But what makes this effort wholly unique is that the :60 message is actually made up of four, stand-alone short :15 commercials woven together in one seamless story that features the same family as they take a journey through their child’s upbringing, having coped successfully with the challenges of autism. It begins with a family visit to a pediatrician in which a Band-Aid is applied, and then is followed by short commercials for clients like Campbell Soup Company and AT&T Wireless. As viewers watch the commercials, they will notice changes in the four-to-six-year span between each advertiser’s spot. The same parents appear in each commercial as the young boy grows up, interacting with his family in everyday situations involving these clients’ products. The last story shows the heroic young man in graduation gear as copy states, “You just saw how early diagnosis can make a lifetime of difference.
Watch again or learn the signs at www.autismspeaks.org/signs.”
“Autism affects around one in 68 children in the U.S. However, research reveals that with early diagnosis and early intervention, behavioral therapies can improve outcomes,” said Andrew Robertson, president and CEO, BBDO Worldwide, and a member of the Board of Autism Speaks.
Greg Hahn, chief creative officer, BBDO New York, added, “With April being Autism Awareness month, we were looking for a way to dramatically tell this story. We found it through a partnership with our brilliant clients who eagerly embraced the convention-breaking, innovative spirit of the idea. The result is an ad that’s like the Super Friends of public education messages.”
“Campbell’s foods and beverages have played a role in life’s moments for generations and we applaud our long-time partner BBDO for their efforts in this campaign,” said Yin Rani, VP-integrated marketing at Campbell Soup Company.
Added Esther Lee, sr. VP of brand marketing and advertising at AT&T, “As a company and brand, AT&T believes that you have to rethink possible to drive human progress. That’s what early diagnosis represents for children with autism.”
Online help
The one-time broadcast spot drove traffic to the Autism Speaks website to view the ad again and learn the signs of autism, because early intervention can make a “Lifetime of Difference.” Thereafter, the message will continue to live online on YouTube at http://youtu.be/sVhKqic5zJk. Additional behind-the-scenes video is also available for viewing. There is also extra b-roll footage for visitors to dig deeper and learn more, including interviews with the first time actor, Reece Bowen who has autism, and his father, who both appear in the spot. A digital extension is expected to run online courtesy of interactive production company Undertone.
“The importance of recognizing autism’s earliest signs is a critical message—one that CNN is honored to help deliver to our global television audiences,” said Jeff Zucker, president of CNN Worldwide. “This is an issue that needs awareness, and we’re pleased to have the platform to do just that.”
“This message has been months in the making and is a new approach that we’ve never seen before,” said Bob Wright of Autism Speaks, the autism science and advocacy organization. “It challenges the conventions of how people consume media today. We thank BBDO for having uncovered such an innovative way to share the vital importance of early diagnosis.”
Autism Speaks was founded in February 2005 by Suzanne and Bob Wright, the grandparents of a child with autism. Mr. Wright is the former vice chairman of General Electric and chief executive officer of NBC and NBC Universal. Since its inception, Autism Speaks has committed nearly $200 million to research and developing innovative resources for families. Each year Walk Now for Autism Speaks events are held in more than 100 cities across North America. On the global front, Autism Speaks has established partnerships in more than 40 countries on five continents to foster international research, services and awareness.
Autism is a general term used to describe a group of complex developmental brain disorders—autism spectrum disorders—caused by a combination of genes and environmental influences. These disorders are characterized, in varying degrees, by communication difficulties, social and behavioral challenges, as well as repetitive behaviors. An estimated 1 in 68 children in the U.S. is on the autism spectrum.
