Switzerland has strict rules about Branded Entertainment. There is no way to implement commercial branding without clearly labeling it as such. This regards all kinds of media.

The creative idea was to make non-affected individuals experience how people with autism lose themselves in details – one of the main impacts of autism.

This was shown in the medium of radio in situations where people usually expect to get an overview: the radio-news.

In cooperation with radio stations, the radio news were presented from the perspective of people with autism. Instead of giving an overview, the news pieces started normally but became more and more focused on tiny, non-relevant details in their progress.

An extraordinary number of website-hits (more than in the whole year 2011) proved that awareness had risen. The Autism Forum Switzerland also received immense positive feedback from those affected and their families, who finally felt understood and more than happy about getting their cause across.

Feedback from the main target group, the non-affected, was equally positive: many of them had no idea about autism. Something we were able to change for good.