This is one of the questions that comes up a lot in many discussions. Many people (myself included) believe that an increased awareness of autism, both amongst parents and professionals, has led to much of the increase in the number of people identified with autism.
So, can awareness be increased? Apparently, the Ad Council. and their partner in a recent ad campagin, Autism Speaks, think so. They recently ran an ad campaign to raise awareness about autism.
The campaign was effective enough that the Ad Council is including it as one of their recent success stories by posting a ‘case report‘ on it.
After only three months in the marketplace, the campaign reached No. 2 among 50 active Ad Council television campaigns. In the nine-month period from April to December 2006, the “Odds” campaign earned almost $47 million in donated media.
That’s a lot of exposure, and a lot of money. That would have purchased a lot of, say, full page ads in USA Today. But, it wasn’t the amount of exposure alone, it was the tone of the campaign. The Ad Council did some background research before they started spending a lot of donated ad money. What did they find?
It became apparent that there was a disabling fear among parents regarding autism, a fear that led them to tune out information.
I am sure we could have a nice lively debate about how much fear was used in the ad council campaign which focused on the “odds” of a child being diagnosed with autism. But, their background research was indicating that the fear mongering campaigns (think print ads with giant vaccine syringes for one example) were actually driving people away, making them “tune out”.
Hmmm, the previous ad campaigns, run by organizations populated with public relations people, were making people “tune out”.
But, did the campaign work? Yep, they increased awareness of autism. The ad council claimed a 35% increase in awareness. More importantly, “Parents are also increasingly likely to take action as a result of the campaign.” Parents are talking more about autism, seeking out autism websites and, most importantly, they are talking to their doctors about autism more. That last bit has to impact the number of kids identified with autism.
The campaign also benefited their partner in this: Autism Speaks. Traffic to their website spiked to nearly 450,000 visitors a month. That would be about 15,000 visitors a day. For reference, Kev has noted that this blog gets about 3,000 unique visitors a day. Not bad for someone who built the traffic to this website on words, not money.
Perhaps no other childhood disorder has come into the public eye as quickly and widely as autism. The “Odds” campaign has successfully made autism a more common subject for family concern and discussion. By doing so, the campaign has laid the groundwork for an effective follow-up phase, in which parents can be educated about the early signs of autism and empowered to take action that will significantly enhance their children’s development. Considering the widespread nature of the disorder, such action could potentially benefit nearly 2 million children in the U.S., significantly improving the health and welfare of future generations.
First off: whoa! 2 million children?!? I can only imagine that they are including children with other, non-autism, conditions who might be helped by parents seeking out information. Or, are they considering future generations? Or, the American children who are now grown up into adults? That aside, the ad council (and their partner Autism Speaks) appears to be agreeing that raising awareness about autism can lead to parents taking action. In other words, parents will be more likely to get their kids properly identified…increasing the “epidemic” of autism by counting the uncounted.
The Ad-Council/Autism Speaks alliance has been continued for another three years.
The campaign has thus far generated more than $125 million in donated print, broadcast and online media and is credited with raising awareness of autism by more than 43%.
Raising awareness. More people will be identified. Is the Ad-Council adding to the epidemic?
In closing I have to add: where is the campaign about adults with autism?






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