Copy-rich campaign delves into minds of people with autism

The minds of people with autism and the scientists who are studying the condition have been merged into a single body of copy for an awareness and fundraising ad campaign for New Zealand charity Minds for Minds.

  • Copy-rich campaign delves into minds of people with autism

    Copy-rich campaign delves into minds of people with autism

  • Copy-rich campaign delves into minds of people with autism

    Copy-rich campaign delves into minds of people with autism

  • Copy-rich campaign delves into minds of people with autism

    Copy-rich campaign delves into minds of people with autism

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The ads pithily use highlighted, visually ‘raised’ typography to express the words of medical researchers, before segueing midsentence into the words of someone on the autism spectrum.

For instance, one execution starts with the words: "Many individuals on the autism spectrum find it very difficult to communicate their thoughts with people..." with the copy then modulating into the words of an autistic person: "... think that if I’m silent I’m not there, they talk about me like I’m not in the room but I hear everything".

Client: Minds for Minds

Agency: WHYBIN \ TBWA

Creatives: Toby Talbot, Lisa Fedyszyn, Jonathan Mcmahon, Smeta Chhotu-Patel, Tom Knighton, Phil Kelly, Tom Johnson