All is Calm

Autistica reveals uncomfortable truths about Christmas celebrations for autistic people.

Created by DOJO UK, the campaign enters London’s DOOH circuit and social media this week to raise awareness about the effects of the holiday season, inviting the public to rethink celebrations.

Christmas is marked by parties, gatherings, full houses, and lots of joy. While some people look forward to this moment all year long, others prepare to face it as a challenge — as is the case for autistic people. Flashing lights, loud music, people talking at the same time, social interaction, and disruptions to routines are some of the factors that cause stress and anxiety for this audience. Contrary to the joy that is usually conveyed, these situations actually make them experience different forms of discomfort.

To raise awareness of these effects and show how Christmas can become an enjoyable celebration for everyone, Autistica — the UK's leading autism research and campaigning charity — launches the campaign “All is Calm”, created by DOJO UK. Across different pieces, the campaign presents traditional Christmas moments from the perspective of autistic people, telling small stories of uncomfortable scenarios.

Each message brings forward a real reflection of thoughts that are often unexpressed by autistic people, prompting the public to reflect on the effects these situations cause. Addressing themes such as food, gifts, hugs, travel, and crowded homes, each piece presents an uncomfortable truth, revealing hidden struggles in the everyday experience of Christmas through bold, raw, and unexpectedly moving lines.

“Most brands highlight the joy of the festive season. We chose to shine a light on a different perspective. One that most people don't realise exists, but can have a direct impact on. We hope this will help make this festive season a little better for autistic people, and raise some donations for the great work Autistica does”, says Rafael Freitas, managing director da DOJO UK.

"We know that many autistic people have their own ways of celebrating Christmas, because this time of year can be too much. We wanted to educate the public about these challenges, but also point to the small changes that can make a positive difference. Whether that's asking before giving a hug or setting aside a quiet space at a noisy party, we can all do Christmas differently to make sure all is calm. We hope that this campaign helps more people to understand and rethink some of their Christmas traditions," says Rebecca Sterry, Interim Chief Executive at Autistica.

The campaign’s production was developed in partnership with autistic people, from the conception of the message — which features real phrases — to the visual identity. DOJO UK applied refined care to the aesthetics of the pieces in order to impact the general public and, above all, bring representation and identification to the autistic community.

As a result, all elements of the campaign were created to be resonant and sensorially considerate, such as the characters made from felt — a soft, gentle-to-the-touch material that evokes warmth and is commonly used in the production of sensory toys, especially for autistic children. The characters’ expressions were also designed to enable quick identification and representation: they are raw, real, and entirely contrary to the expectations of the Christmas season.

“Our goal was to soften even the most intense scenes, making them accessible and safe for the audience we are representing. Muted, matte tones avoid overstimulation. We also did not use strong contrasts or flashing lights — only warm, saturated colors that convey a festive feeling without being aggressive,” adds Fernando Bartolo, creative director at DOJO UK.

Signed with the line “Make sure all is calm” — inspired by the classic Christmas carol “Silent Night” — the campaign invites the general public to act differently, think inclusively, support the cause, and download a guide with tips on how to create a Christmas where All is Calm. In addition to the DOOH pieces, the campaign also includes social and digital assets, as well as participation from influencers such as comedian, writer and presenter George Lewis, known for his relatable online sketches which have garnered hundreds of millions of views.