Vanish inspires autism dialogue using Good-Loop’s formats, securing a 57% increase in ad recall


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 View to donate Good Format, encouraging viewers to refrain from hitting the skip button and unlock a donation.

Campaign KPI

Raise awareness

Format & channel

View to donate - Programmatic video

Good fuel

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.