Multi-award-winning studio Aardman teamed up with the Scottish Government and The Leith Agency to create a thought-provoking animated film for their ‘Different Minds. One Scotland’ campaign that highlights the stigma and discrimination that autistic people face.
The creative campaign has been developed to deliver a clearer understanding of autism to the non-autistic population. Aardman was tasked with creating a striking film that would capture attention and share this complex message with the audience.
“It’s a real privilege to be able to spend our time making films, especially for a project that seeks to encourage a little empathy, kindness, and understanding for a group whose experience of the world might be a little different to our own. Creatively it was a thoroughly enjoyable challenge to try do justice to that experience, and despite lockdown coming along, it was a rewarding project that I’m proud to have been a part of.” said Daniel Binns, Director at Aardman
“This is a very important campaign, one Leith’s really proud to have created, working closely with our Scottish Government clients and stakeholders. It aims to deepen the public’s understanding and acceptance of autism in Scotland and challenge on-going myths. In doing so, it’s a big step towards tackling the stigma and discrimination autistic people can feel. “said David Amers, Planning Director at The Leith Agency
The three-part campaign launched this week includes advertising on TV, radio, outdoor posters, and digital media channels and has been developed to communicate key messages and dispel some myths around autism.
“At the heart of the campaign is a desire to tackle the stigma and myths surrounding autism and to help people have a better understanding of autism. Aardman understood our vision from the start, and worked closely with us throughout to create an animated film which beautifully captures what the life of an au is like. We’re really delithat with the end result, and are confident it will have a powerful role to play in increasing awareness and understanding of autism in Scotland” said Claire Prentice, Head of Safer Marketing, Scottish Government.