No, we’re not talking about ‘Big Data’ overload, but the impact of multi-sensory overwhelm on people with autism.
The Breathe team have had the great privilege of working with young adults with autism, their families, and parents of children with autism, to get a hands on view of living with autism in the UK, on behalf of the National Autistic Society.
People living with autism have a clear desire for more widespread recognition and awareness of the condition. The anticipated outcome of this is kindness not judgement, where recognition can lead to understanding and empathy.
National Autistic Society have taken this challenge head on and developed a groundbreaking new campaign “Too Much Information” which helps people understand and engage with everyday experiences from the perspective of someone living with autism.
“We need to challenge the myths, misconceptions and stereotypes that make autistic people feel so isolated and make society feel so unwelcoming. The time has come to end this and bring about a lasting change in the public’s understanding of autism. We believe that Too Much Information is the campaign that will do it”
National Autistic Society
The Breathe team took the initial concept for this work out to cold audiences, to help identify the best way of generating the empathetic response to living with the condition. We think that the National Autistic Society have done a fabulous job. I first knew this had gone live, when a link to the video appeared in my Facebook feed; with a friend explaining how the recognition of the autism experience had brought her to tears; wanting to share this understanding.
Incorporating research early on in this programme; using it to give a people centric perspective on the issue, as well as more classic ‘creative development exploration’ has really made a difference.
“The research insight from Breathe entirely shaped the campaign and our messages, and are a very big reason they are resonating so well with cold and warm audiences alike.”
Tom Madders, Head of Campaigns and Community Engagement, The National Autistic Society
April Blanchard, Breathe