November of 2012 has been an exceptionally pivotal month for us here at Ashworth Creative, and especially for our client, Anderson Center for Autism.
November 1, 2012 marks the day that families with children and adults, in New York state, living on the autism spectrum will no longer have to squander to obtain limited and costly health services. This particular Autism Insurance Legislation now requires health insurance providers to offer coverage for the diagnosis and treatment of autism spectrum disorders (ASD)…for life! Finally, the wait is over and doors have been opened.
Thankfully, November of last year, Governor Cuomo signed this law, giving hope to hundreds of families across the state. Though the payoff is huge, it has been no easy battle. Anderson Center for Autism took this special and rare opportunity to focus their efforts on building an ad campaign that would create the awareness that this breakthrough deserved.
Anderson Center for Autism is a non-profit organization located in Staatsburg, N.Y., dedicated to providing the highest quality programs possible for both children and adults with autism and related developmental disorders. Every day, Anderson is witness to the struggles of parents searching high and low for viable resources that won’t break the bank. Currently, 1 in 88 of children are diagnosed with an autism spectrum disorder (ASD) by age 8, according to the U.S. Centers for Disease Control and Prevention. This startling statistic was the basis for the identity of Anderson’s new ad campaign, titled “I in 88 – the number of families who have to pay for Autism treatments.”
Ashworth Creative was determined to take this powerful and heartfelt campaign and push it to the limits. Through highway billboards, informational brochures, print advertisements and even a microsite, linked to their main website – the initial driving force of the campaign spread like wildfire. The influx of prospective students and requests for information was the most it has been in years.
The campaign didn’t end there. Our efforts pushed Anderson on to feature the Autism Insurance Legislation on talk radio programs providing interviews, as well as question and answer forums for listeners. Thanks to some investigative public relations work, Ashworth was also able to partner Anderson with the off-Broadway play, Falling, this December 4th, for a special talkback event rooted in the Autism Insurance Legislation, as well as general autism-related topics.
With not much more than a slight nudge, this campaign seemed to launch itself. We are so proud to have been a part of this. The Ashworth team hopes for the continual success of Anderson Center for Autism and cannot wait for our next venture together!