Autism Speaks' new campaign for "Autism Awareness Month" aimed to show how early diagnosis and the right kind of upbringing can make a lifetime of difference for kids with autism and their families, via a unique media play involving a series ads -- and multiple brands-- within a single programming block that aired during CNN's "New Day" this morning. Created out of BBDO New York, the campaign weaves its message into four different, 15-second commercials for other agency clients, like Campbell's Soup, Band-Aid and AT&T.
The campaign begins with a spot for Autism Speaks showing a family visit to a pediatrician, where a kid is diagnosed with autism. Other commercials follow, for Band-Aid, Campbell's Soup and then AT&T. As you watch, you realize the parents in each ad are the same, only growing older with each one --as does the son, who lives a normal, healthy life throughout. The last commercial shows the kid -- now a young man -- in cap and gown, ready to graduate.
A tag reads: "You just saw how early diagnosis can make a lifetime of difference."
"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," Esther Lee, senior vice president--Brand Marketing & Advertising at AT&T, said in a statement.