New Brand Narrative Reflects Strategic Step-Change For Autism Charity

Ambitious about Autism, the national charity standing with autistic children and young people has refreshed its brand narrative in line with its new three-year strategy.

Founded in 1997 by a group of parents determined to ensure their autistic children received a rewarding education, the charity now runs two schools and a college. It also campaigns for change and delivers a range of other services for autistic children and young people. 

“We started as one school and have become a movement for change” explains Head of Marketing and Communications, Marie Ashton. “It’s time our brand narrative reflects that evolution.”

The new brand narrative, developed with purpose driven communications agency, Jack & Grace, clarifies the charity’s mission with a bolder, stronger tone of voice and prioritises both autistic and neurotypical audiences.

“We’ve been led by the insight at every stage of this process” says Ashton. “We’ve listened to autistic children and young people, parents and carers, our staff and supporters. We see first-hand the unnecessary barriers autistic children and young people face. The closing doors, opportunities out of reach, the consequences of being pushed to the margins. This is an issue of equality and human rights. Autistic children and young people want and deserve the right to be themselves and achieve their ambitions. For that to happen, we need societal change.

“Our new positioning is built on this, and our role is to stand with autistic children and young people.”

As part of the new brand narrative the charity is introducing a new strapline ‘standing with autistic children and young people’. The digital-first tagline will also rotate to give a platform to the voice of autistic children and young people themselves.

“We’re here to help autistic children and young people have their voice heard” continues Ashton. “Handing over our strapline to them, such a prominent part of our comms, is a great way to do this.”

Each strapline conveys the wish of an autistic young person and is backed up with a case study sharing more of their story.

Launched at the end of October, the charity’s new strategy builds on the organisation’s roots in education with five areas of focus to support more autistic children and young people in more ways.

Source: Jack & Grace

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