Challenge
The Autism Society of America, an organization which includes their nationwide network of affiliates, connects people to the resources they need through education, advocacy, support, information and referral, and community programming, launched a wildly successful campaign called the “Road to Acceptance.”
Zozimus partnered with the Autism Society to create awareness around Autism Acceptance Month (April) and educate on their supported initiatives. Additionally, their goal was to drive donations, highlight their sponsors and donors, and ultimately minimize expenses for the ASA.
Strategy
Zozimus planned to execute an integrated campaign that included branded ASA vehicles with cameras, street teams,
video production and editing, digital and out of home advertising, public relations, partner management,
and website and creative development.
Additionally, we planned to utilize donated Chrysler vehicles to travel to key metro areas and gather community stories while educating the public on Autism Acceptance, ASA and its supported
initiatives.
Solution
Starting in Boston, our team worked with local media and influential figures to gather stories and bring awareness to the ASA cause.
Chrysler, Netflix and GoodNites came in to sponsor the campaign. Chrysler provided the vehicles; Netflix was a promotional partner who also gave us access to several of their “Love on the Spectrum” cast members as well as hosting a large event at their HQ. Additionally, both Clear Channel Outdoor as well as iHeart radio came in as media sponsors for the campaign. Google provided a large grant for advertising to promote the campaign as well.
Boston Activation
Date: March 25, 2024
Location: Boston City Hall Plaza
# of people engaged: 50
# of people interviewed: 15
Key interviews: Michele Wu (Boston Mayor), Rebecca Grainger (Mayor Wu’s Senior Advisor for Youth and Schools)
New York Activation
Date: March 27, 2024
Location: Times Square
# of people engaged: 65
# of people interviewed: 10
Austin Activation
Date: March 28, 2024
Location: Near Texas State Capitol
# of people engaged: 20
# of people interviewed: 5
Key interviews: Ron Lucey (Executive Director of the Texas Governor’s Committee on People with Disabilities)
DC Activation
Date: April 9, 2024
Location: Disability Policy Seminar – Westin Hotel Downtown
# of people engaged: 65
# of people interviewed: 20
Campaign Results
Digital
Digital campaigns were run across Meta, Linkedin and Google. Meta was the top performing platform with the most
engagement:
○ Women 35-44 were the most engaged on Meta
○ Women 25-34 drove the most traffic on Google
○ NYC was the top engaged city, followed by
Boston
13,753 clicks
1.3 M campaign impressions
138K engagement
224K impressions on CTV campaign
Public Relations
1.1B campaign impressions
3,030 media mentions
Key media placements: NBC News Now, NBCnews.com, TODAY.com, Yahoo,
Variety, USA Today
224K
impressions on ctv campaign
1.1B
campaign impressions
3K+
media mentions
