Reckitt: creating the Vanish ‘Me, my autism and I’ ad campaign

Reckitt: creating the Vanish ‘Me, my autism and I’ ad campaign

About Reckitt

Reckitt is a multinational company that owns and operates some of the world’s most popular and trusted brands in hygiene, health and nutrition. Vanish is part of their portfolio.

The challenge

While conducting focus groups for a new Vanish campaign, Reckitt realised the powerful attachment neurodiverse communities, and autistic people in particular, can have to certain garments, relying on them in everyday life for comfort and familiarity. Reckitt also came across the gender gap in autism diagnosis, as a survey revealed that girls are 3 times less likely to receive a diagnosis than boys, making it more difficult for girls to get the support they need to thrive.

The project

The Vanish ‘Me, My Autism and I’ Campaign was devised to promote public understanding and conversation around girls with autism, by celebrating them and their clothes stories.

To carry out research and develop the campaign, Reckitt worked closely with Ambitious About Autism (AAA), a charity whose mission is to stand with autistic children and young people, champion their rights and create opportunities for them.

A TV advertisement was created, telling the story of ‘Ash’, an autistic fifteen-year-old girl and the visceral importance of her hoodie in her life. To ensure authenticity, her real family and friends were cast alongside her, and the film was based on their lived experience.

Alongside the ad, an online resource hub was created on the Ambitious about Autism’s website, which featured articles written by the community and experts in the field. There was an exhibition at the OXO Gallery sharing stories and clothing from autistic girls and non-binary people.

The campaign was also implemented online, through an influencer partnership with Christine McGuiness and a content series on Channel 4’s YouTube, Facebook & Instagram channels. Reckitt also partnered with Asda to donate 25p per pack sold to support Ambitious about Autism’s initiatives to improve pathways to diagnosis for all.

The result

The impact of the campaign was phenomenal. The film went viral on TikTok, with 5 million views, 538,000 likes and 1650 comments. The campaign featured widely across national tabloids, academic journals and disability support networks. It also increased engagement with Ambitious About Autism’s services and resources.

The film deeply resonated with autistic people and gave the community a voice. It sparked conversations on diagnosis, schooling, family dynamics and societal change.

Going forward

The partnership with Ambitious About Autism has had a lasting impact on Reckitt internally. AAA provided line manager training and understanding autism learning. With both AAA and Neurodiversity in Business, Reckitt created a neurodiversity toolkit, which provides staff with practical tools to support and feel supported in the workplace. The campaign has brought inclusion to the forefront within the business.

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