There is something very soothing about the smell and feel of fresh, clean clothes for many people. But for many autistic people, the soothing effect of an item of clothing is essential. An item of clothing can be a very important part of an autistic person’s life.
This World Autism Acceptance Month, Vanish is building on its 2023 campaign, Me, My Autism and I, with an awareness drive, again by Havas London, that invites the UK public and key decision-makers in schools, businesses, sports clubs and event venues to pledge to support autistic people with their clothing needs. The campaign is led by research by Vanish and the charity, Ambitious About Autism, which found 70% of autistic people think their lives would improve if people understood why clothes are so important to them.
The More Than Just Clothes Pledge for Ambitious About Autism, is supported by an online educational tool, The More Than Just Clothes Pledge Book, based on autistic people’s stories and experiences. The campaign, created by created by Stephen Lynch, Ben Clapp and Hollie Iles at Havas, is led by two documentary-style films that feature two autistic teens, Cozzie and Lani, who describe their relationship with a clothing item.
Both films use animation to illustrate how each girl feels when they wear their favourite garment.
The films were directed by Tubby Brothers (through Tubby Brother Films) with animation director, Jeanette Nørgaard (through Strange Beast).
Elise Cockley, marketing director UK and Ireland at Reckitt, commented, “The project aims to highlight the importance of clothes in the daily lives of autistic teens by showcasing the power of their favourite garments. As a brand focused on driving clothing longevity, we aim to deliver the best laundry care to everyone, especially to communities to whom making clothes live longer really matters. With our creative and charity partners, we are so excited to share stories of two autistic girls, in their words, to make the clothing needs of autistic people seen and heard while encouraging everyone to become an ally and advocate to champion change.” Vanish’s first autism campaign, Me, my autism and I, won Channel 4’s seventh annual Diversity in Advertising Award.
Here is where the campaign began:
