Advertiser: AUTISM FORUM SWITZERLAND
Agency: RUF LANZ
Category: Direct response broadcast: TV, radio & infomercials
Advertising campaign: RADIO-NEWS FROM PEOPLE WITH AUTISM
Copywriter: Maren Beck (Ruf Lanz Zurich)
Advertiser's Supervision: Thomas Ulrich (Autism Forum Switzerland)
Creative Director: Danielle Lanz (Ruf Lanz Zurich)
Creative Director: Markus Ruf (Ruf Lanz Zurich)
Advertiser's Supervision: Nicole Ulrich (Autism Forum Switzerland)
Advertiser's Supervision: Edith Hörler (Autism Forum Switzerland)
Account Director: Sabrina Luck (Ruf Lanz Zurich)
Client Brief Or Objective
Approximately 50,000 people in Switzerland suffer from autism.Their everyday lives are very difficult because they constantly lose themselves in details. The strategy of the campaign was to let non-affected people experience as directly as possible how people with autism perceive the world. This way awareness for autism and the Autism Forum Switzerland should be risen. The non-affected people were a new target audience, whereas people with autism were a target group as well, since the Autism Forum Switzerland was established to help the affected.
Execution
The execution in itself demonstrated directly how people with autism perceive the world. By just listening to the radio news, non-affected people were led into the position of a person with autism without realising it at first. This way we got them to feel like people with autism do all the time.It was most appropriate to use this execution because it served best to give people the sensation of a person with autism and therefore rose awareness towards autism and the Autism Forum Switzerland.
Implementation
In co-operation with radio stations, the radio news was presented from the perspective of people with autism. Instead of giving an overview, the news pieces started normally but became more and more focused on tiny, non-relevant details in their progress.The desired outcome was to raise the number of visitors on the Autism Forum Switzerland’s website http://www.autismusforumschwei... which we announced at the end.
Outcome
While the campaign lasted, the number of visitors on http://www.autismusforumschwei... rose to 42,500 – more than in the whole year 2011. Since we worked in co-operation with radio stations who were willing to join a good cause, we weren’t charged. Regarding the number of hits on autismusforumschweiz.ch, the return on investment was outstanding. Equally important was the immense positive feedback the Autism Forum Switzerland received. Non-affected people finally got to know what autism can cause. Affected people showed their gratitude towards an achievement they constantly have to struggle with: being understood.