Vanish, the garment care brand committed to 'helping clothes live longer', revealed its award-winning campaign Me, My Autism and I during Gogglebox on Friday night.
Backed by £1 million worth of commercial advertising airtime across the whole Channel 4 network, it aims to spark a conversation to broaden public understanding of autism, particularly in girls, who are three times less likely to receive a diagnosis than boys.
Shot by Oscar-winning director Tom Hooper, the advert which was launched in conjunction with World Autism Acceptance Week tells the story of autistic girl Ash, 15, and the visceral importance of her favourite hoodie.
It comes as new Channel 4 insight has shown that only four per cent of TV adverts across the UK feature disabled people, compared to 22 per cent of the UK population who are disabled.
Vanishes winning campaign shines a light on the staggering gender gap in autism diagnoses to celebrate and support autistic girls, breaking down myths to help girls be seen as part of a broader public understanding of autism.
Autistic girls are three times less likely to receive a diagnosis than boys, while new research from Vanish and Ambitious about Autism shows a diagnosis for a quarter of girls takes two years or longer.
The advert doesn’t shy away from depicting autistic traits such as stimming and shutdowns, while simultaneously showcasing Ash’s warmth, talent, friendship and humour.
Supporting the campaign through PR is model and author, Christine McGuinness, who unveils her own must-have clothing item – a grey hoodie.
Through media interviews and social media support, Christine is raising awareness by sharing her own story while encouraging other autistic people to share their own.
One person wrote: "The Vanish ad on Autism in girls was brilliant... Well done Vanish for using your product to show sensory understanding! And well done @Channel4 Girls can present very differently to boys and this ad shows this perfectly. I hope many were shocked by the statistics! #Gogglebox."
"Ground breaking to finally see a realistic portrayal of the daily struggles that autistic females face. Please increase this conversation . Our daughters urgently need representation, understanding and support, as do their families," someone else added.
"As parents of a recently diagnosed 14 year old girl this has floored us tonight. Thank you," quipped another.
Someone else wrote: "Just seen the new Vanish advert ‘Me: My Autism and I’ and when I tell you I’ve never felt more seen or heard in my LIFE."
"Jesus Christ the new #Vanish advert made me cry," added another social media user.
Vanish, part of the Reckitt group, has also begun working with charity partners Ambitious about Autism and Neurodiversity in Business to build support for its neurodiverse colleagues and those that care for people with neurodiverse conditions.
As part of the campaign and its partnership with Ambitious about Autism, Vanish is donating 25p from every pack of Vanish Gold Range sold in UK Asda* stores between March 29 and April 18.
Cigdem Kurtulus, Chief Marketing and Digital Officer at Reckitt, says: “Our campaign aims to broaden public understanding, challenge assumptions and inspire an ongoing conversation to help autistic girls, women and all autistic people get the support they need to fulfil their potential.
"Making clothes last longer matters for us all, but for some it really matters. Clothes aren’t just an item, they’re a lifeline for many people’s everyday lives, helping them feel comfortable and safe. It’s our ongoing mission to ensure clothes stay true to new for longer, extending the garments’ life after washing.”
Verica Djurdjevic, Chief Revenue Officer at Channel 4, added: “Channel 4’s Diversity in Advertising Award is not only a prestigious accolade in the advertising world, it also plays an important role in helping us to achieve our ambition to improve authentic representation, diversity and inclusion in British TV advertising.
"Vanish and Havas London’s powerful film does just that in such an honest and moving way, and we’re incredibly proud to host this important campaign on Channel 4.”
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