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“This is Me” – See Me in a Different Light

An Autism Awareness Month campaign

The client

Autism Network Singapore

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The brief

Autism is a condition that the general public has heard of, but many do not truly understand what it means to live with the condition. This is why people on the autism spectrum are often still expected to abide by the social constructs created by “neurotypical” people. This includes keeping still and quiet in crowded places despite suffering from sensory overload. The Autism Network Singapore, as part of Autism Awareness Month 2022 in April, wanted to raise the level of empathy in the community, by sharing how the condition impacts lives through stories of individuals on the autism spectrum. 

The problem

In Singapore, an estimated 1 per cent of the population has autism. In 2016, the Singapore government’s Enabling Masterplan revealed that the condition affects one in 150 children. Yet, the fundamentals of autism are still not well understood by the wider community – that it is a neuro-development condition that is not caused by a child’s upbringing and social circumstances, and that symptoms vary from person to person depending on various reasons such as age, developmental level, and severity. This makes it difficult for persons on the autism spectrum to have their condition recognised and to access the support they need.


Negative perceptions and misunderstandings of autism also persist, which can lead to persons on the autism spectrum being isolated, and in worse cases, abused or bullied. Caregivers too feel helpless and alone

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Where we are

Myths and misconceptions about persons on the autism spectrum persists, such as that they avoid social and eye contact, cannot lead independent lives and that they can be “cured”.

Where we are

Caregivers feel unseen and unsupported, and are worried about the future of their children who are on the spectrum, especially after their death.

Furthermore, Autism Awareness Month came on the back of a tragic murder of twin boys, who were later reported to be on the autism spectrum. Their father was eventually arrested for the crime. This brought the issue of caregiver burnout and the need for stronger community support to the fore, with local social enterprises such as SG Enable urging caregivers of children with special needs to seek help when they are stressed.

Where we are

80% of students on the spectrum in Singapore are in mainstream education settings where their learning needs may not be met. Potential employers and job coaches report that they are underprepared for work.

The solution

How does a person on the autism spectrum see and experience the world? What does it mean to care for someone who may perceive the things around us differently? How do you communicate with someone who does not engage in the same way you do? These were the questions we asked ourselves, and which framed our approach to the campaign.


We wanted to highlight these differences through raw stories – not just from the perspective of persons on the autism spectrum but also from those around them, from their caregivers to their teachers.


We wanted to uncover hidden experiences, ones that were deemed too sensitive or emotional or which were withheld because “other people would not understand”.


And we wanted to, most importantly, create empathy, by putting people in the shoes of someone who is on the autism spectrum or who is caring for someone on it.

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This Is Me is a social media campaign aimed to show Singapore the real stories of persons on the autism spectrum – their challenges, aspirations and dreams. It was a visceral campaign to understand, support and accept “Me” for who “I” am. The “Me” includes the different individuals involved in the effort to give persons on the autism spectrum, from their perspective, a good life. It was also Autism Network Singapore’s first full-fledged campaign, backed by an end-to-end communications strategy. 


The tagline “See Me in a Different Light” played on the word “spectrum” and encompassed our goal for the campaign – that is for the general public to see people on the autism spectrum as well as the people who care for them in a different light. Do not only see the struggles and sacrifices, but also the love and support.


At the heart of our campaign were 10 feature stories of 10 inspiring individuals – persons on the autism spectrum, caregivers and professional staff – shaped by in-depth interviews. They shared with us their worries, challenges and sacrifices, as well as their hopes, aspirations and dreams for the future.


There was the story of Jacqueline Yeo, a mother of twin daughters on the autism spectrum and how she has come up with a detailed plan to help them navigate life and even the dating world; of Darius Koh, a 5-year-old trapped in the body of a 14-year-old and his parents’ fears for the future; and of Sarayanan Mariappa, a professional staff who has been bitten and even attacked by his clients, but who has never stopped learning to build meaningful relationships with them.


On top of the stories, we created a series of comic strips that highlighted several little-known aspects of living on the spectrum, in an accessible and more light-hearted manner. They aimed to show the irony of situations or even to highlight how persons on the autism spectrum may have a different sense of humour.


The stories and comics were shared over Facebook and Instagram over the month of April, and amplified through owned, paid and earned media. Eventually, the stories were compiled into an e-book that was launched at the end of April.

The Execution

The runway was short – our team had just one month to prepare for the launch of This Is Me. In just two weeks, we conducted 10 in-depth interviews and wrote 10 feature stories, each filled with colour, details, and quotes aimed at bringing the reader on a rollercoaster ride of emotions. Our goal was simple: to bring the reader closer to what autism really is. We knew we were dealing with a sensitive topic, so we worked closely with the client to get the nuances right.

At the same time, we searched for little-known facts about autism, sifting through our interview notes and ploughing through autism resources online. They would make the foundation for the narratives of our comic strips. Eventually, we settled on the following comic strips below. Each one was drawn and coloured digitally by hand. Humour was a medium to deliver harsh truths about the difficulties of persons on the autism spectrum. Every single panel was based on real-life experiences shared with us.

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The efforts paid off. We managed to launch our first story on 2 April, which was also World Autism Awareness Day. The next step was to ensure the content reached its target audience.


Our media and social amplification strategy comprised of three pillars – owned, paid, and earned media.

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Owned media: The stories and comic strips were posted on the client’s Facebook and Instagram accounts gradually over the month of April with the hashtags #ThisIsMe and #WordAutismAwarenessDay. An audit was conducted on their social media accounts beforehand which informed the timing of our posts for maximum reach.

 
Earned media: We actively pitched stories to the media, offering interviews with the profiles as well as spokespersons from Autism Network Singapore, and came up with newsworthy angles that would appeal to journalists. We also reached out to influencers who supported the cause – these included parents of children on the autism spectrum and celebrities who champion autism awareness. As we were working with a non-profitorganisation and had a limited budget, we were not able to pay any influencers so we had to do our research to ensure we approached the right people.


Paid media: We set aside a small budget to push out social media ads on Facebook and Instagram to boost the reach of the stories and comic strips. 

Results

This Is Me quickly grabbed the attention of the public as soon as it launched. On the mass media front, we successfully landed stories in the top-tier local press including The Straits Times, the highest circulated national daily in Singapore; Mothership, the third most frequency visited local news website; Berita Harian, the flagship Malay daily in Singapore; and AsiaOne, one of Singapore's top pure-play digital content sites. We also managed to land a radio interview for Autism Awareness Singapore’s CEO on Power98FM, a 24-hour English entertainment station in Singapore.

A selection of news features on leading print and online news channels.

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Radio interview with Autism Awareness Singapore’s CEO on Power98FM.

The Mothership video on one of our profiles, Darius Koh, garnered 90,889 in less than a month.

The views continue to climb.

Below is a quick summary of the readership numbers of these publications:

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Has an average weekly print readership of 936,000, while its print/digital readership averages 1,926,626 daily.

 

*as of 2021

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Has an average of 62 million page views per month and 6.5 million unique users. *as of 2022

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Has an average of 13,107,000 monthly page views and 1,734,642 million monthly unique visitors. *as of 2022

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Has an average weekly print readership of 152,000* and 393,000** digital readership monthly.

 

*As of 2019  **As of 2020

Berita Harian 

AsiaOne

The Straits Times

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Our social media outreach was equally successful. We got shout-outs on Instagram from local celebrities such as Paul Foster and Adrian Pang. On Facebook, apart from the Autism Network Singapore’s pages, Member of Parliament Denise Phua also wrote a lengthy post about the campaign. 


The influencers shared their own personal experiences with autism and promoted the This Is Me campaign to their followers. Parents of children on the autism spectrum also did the same. These were done out of their own passion for the cause and were unpaid engagements.

Social media shares

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Facebook

Impressions

474,499

Engagements

19,936

Link Clicks

5,309

Page likes

181

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Over the month of April, our Facebook posts garnered 474,499 impressions, 19,936 engagements and 5,309 link clicks. Our client’s Facebook page also grew in likes by 181 over the month – an 800 per cent increase in growth rate as compared to the month before.

Instagram

Impressions

18,469

Engagements

1,296

Link Clicks

193

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In that same period, our Instagram posts garnered 18,469 impressions and 1,296 engagements. The number of followers on our client’s Instagram page also grew by 193 – an over 500 per cent increase in growth rate as compared to the month before. 

Campaign Website

Unique users

7,685

sessions

10,744

Session duration

1.34 min

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And last but not least, our client’s website, which was where the feature stories are hosted, gained 7,685 users, and 10,744 sessions. Each session lasted on an average of 1.34 minutes, which suggests that the users were reading through the entire story. As of today, the e-book comprising the stories has been downloaded over 200 times.


We set off on our campaign to drive autism awareness and encourage empathy. The campaign made some progress and we believe we have contributed to the overall objectives of our client. But we are acutely cognisant that it remains a work in progress - building autism awareness is a journey that will take years. This is Me was a small step in this long journey but it was, nonetheless, a step in the right direction.