Autism Society of America (U.S. Health Campaign)

Challenge

Zozimus successfully executed a high-impact public relations campaign throughout March & April 2025, positioning Autism Society of America (ASA) as the authoritative voice on autism-related issues during a period of heightened media attention.

The campaign responded effectively to controversial statements made by the US Health and Human Services Secretary regarding autism causation while simultaneously advancing ASA’s core mission of advocacy and education.

Through strategic media outreach and message development, Zozimus leveraged a potential crisis into an opportunity for ASA to strengthen its leadership position within the autism advocacy space.

The campaign delivered measurable impact through widespread media coverage that effectively countered misinformation with science-based perspectives while elevating discussions about autism acceptance and support.

Strategy

Zozimus executed a strategic two-pronged approach that balanced immediate crisis response with long-term thought leadership positioning. The campaign successfully addressed harmful public statements while simultaneously advancing ASA’s core messaging around autism acceptance and support.

By providing factual, science-based perspectives on autism prevalence and causation, ASA effectively countered misleading narratives while elevating discussions about autism acceptance. The cornerstone of the campaign was establishing ASA executives as authoritative industry voices through tactical media positioning.

Zozimus secured strategic coverage across top-tier outlets that showcased the expertise and thought leadership of ASA’s C-suite as trusted advocates who could translate complex autism research into accessible insights for diverse audiences. Through message development and extensive media engagement, Zozimus worked with ASA to amplify compelling perspectives that effectively dispelled false narratives while reinforcing the organization’s position as the leading voice for the autism community.

This executive positioning campaign made gains to not only elevated ASA’s public profile but strengthened their influence among key stakeholders, policymakers, public health officials, and donors.

Campaign Results

Unprecedented Media Reach: Generated 9,800+ media mentions across multiple platforms reaching a total audience of 22.5 billion and a total advertising value equivalency of $156 Million.

Balanced Media Mix: Secured coverage across all major channels including 4,230+ online mentions, 2,560+ social media mentions, 2,200+ TV mentions, 400+ radio mentions, and 20+
print mentions.

Authoritative Positioning: Established ASA as the definitive expert voice countering misinformation about autism, particularly in response to statements made by the administration.

Media Materials: Led ASA’s external communications during heightened media scrutiny  – drafting and distributing press releases, advisories, and statements; delivering rapid-response messaging, interview briefs, op-eds, and letters to the editor; and developing a comprehensive crisis-communications strategy.

Media Presence: Zozimus maintained active dialogue with dozens of top-tier national media while managing both proactive pitches and daily inbound requests. The team secured 20+ interviews for ASA spokespersons and coordinated high-profile TV appearances for CEO Christopher Banks and CMO Kristyn Roth on leading channels including CNN, FOX News, NBC, and NewsNation.

Effective Coalition Building: Publicly positioned typically disparate autism organizations (including ASAN, The Arc, and Autism Speaks) in joint messaging.

Additional Pitching & Media Coordination: Zozimus supported expanded media outreach efforts, assisting with high-impact placements for the BigXThaPlug collaboration and reactionary comment to the Victor Perez news.

Total Mentions: 9.85K

Total Reach: 22.5B

Total Ad Value: $156M