increase in ad recall vs control
7 in 10
took away Vanish are supporting those with autism
uplift in positive emotion vs FMCG industry benchmark
Autistic girls are three times less likely to receive diagnosis than boys (Ambitious about Autism, 2023). Vanish addressed this issue by connecting with the autistic community through a campaign highlighting the importance of clothing smell consistency for autistic individuals.
The "Me, My Autism and I" campaign aimed to spark a mainstream conversation on autism diagnosis inequality while promoting Vanish's purpose. Partnering with Good-Loop and Zenith, Vanish ran a Don’t skip to donate Good Format, encouraging viewers to refrain from hitting the skip button and unlock a donation.
Format & channel
View to donate - Programmatic video
Unlock a donation to Ambitious About Autism
The campaign resulted in a 44% increase in Vanish's association as a brand supporting the autistic community, with 6 in 10 expressing satisfaction. It raised £25,000 for Ambitious about Autism, with 67% of viewers planning some form of action, and 1 in 3 wanting to learn more.