Autism Awareness (2017)

*Updated as of May 2017

BACKGROUND:

Autism is the fastest-growing serious developmental disorder in the United States. Today, 1 in 68 children is diagnosed, a nearly 30% increase in just three years. Despite this high prevalence, research shows that many parents of young children have very little knowledge about the signs of autism and are not seeking help early enough.

CAMPAIGN OBJECTIVE:

Raise awareness and increase parental knowledge of the signs of autism, and empower parents to take action if their child is not meeting certain developmental milestones. 

TARGET AUDIENCE:

Parents of children ages 0-6, inclusive of low-income African American and Hispanic parents. 

KEY MESSAGE:

Early intervention can make a lifetime of difference. Learn the signs. 

DONATED MEDIA:

Over $569M in donated media support from 2010 through May 2017

MEASURABLE RESULTS:

Since its launch, the campaign successfully increased parents’ knowledge and desire to seek out information related to autism. As seen in Ad Council tracking of the campaign, parents who were aware of the PSAs were 1.25 times more likely to correctly identify key signs of autism. Parents aware of the ‘World of Autism’ campaign were also 2.24 times more likely to take steps to learn more.

The campaign has successfully put autism on parents’ radar. From January 2015 to 2017, the percentage of parents thinking about autism rose from 33% to 48%, accompanied by a corresponding drop from 46% to 25% of parents who don’t really think about autism. And from January 2015 to May 2017, there was a 23% increase in the proportion of parents who said autism was very or somewhat common, rising from 58% to 81%. 

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