Autism Speaks
AUTISM SPEAkS
Alison Singer Exec. VP-Comm.
Bill Shea Creative Dir.
BBDO nEW yOrk
Robert Rawley Exec. VP-Reg. Acct. Dir.
Flavia Carvalho Acct. Super.
Esty Gorman Acct. Planner
Steve Rutter Sr. VP-Creative Dir.
Yoonie Park Asst. Acct. Exec.
THE ADVEr TISInG COUnCIL
Deborah Leiter VP-Campaign Dir.
Heidi Arthur Sr. VP-Group Campaign Dir.
Carla Rutledge Asst. Campaign Mgr.
ODDS CAMPAIGn
Prevalence of autism has drastically increased. In 2007, one in
150 children under the age of 10 would be diagnosed with autism. However, parents lacked awareness and knowledge of the
disorder. The campaign’s objectives were to raise awareness, to
educate parents about the prevalence of the disorder and urge
them to visit AutismSpeaks.org to learn more,⎯all by communicating that autism is more common than they think. The campaign
has earned more than $80 million in donated media and created
a 35% rise in awareness.
68 2008 EFFIE AWArDS
PACkAGED FOOD
GOLD WInnEr
Hellmann’s
UnILEVEr
Brian Orlando Sr. Brand Mgr.
David Burrows Mktg. Dir.
Jamie Lasser Assoc. Brand Mgr.
OGILVy & MATHEr
Darren Kapelus Global Dir.
Debra Fried Creative Dir.
Doug Scott Exec. Dir.
Jackie Leak Creative Dir.
Joseph Frydl Dir.
Mariana Dimitrova Acct. Dir.
Mathieu Dauner Acct. Dir.
MInDSHArE
OGILVy Pr
ryAn iDIrECT
EMBASSy rOW
IT’S TIME FOr rEAL
This campaign used an innovative communications platform of
traditional advertising and branded content to grow Hellmann s
business in a shrinking category. By shifting longstanding, negative
consumer perceptions about mayo (unhealthy, fat-in-a-jar), the
campaign was successful in driving unprecedented sales ROI and
creating a dialogue with consumers in an otherwise low-involve-ment category.
