See us as individuals, not stereotypes

In honour of World Autism Acceptance Month (April), the UK’s leading autism research and campaigning charity, Autistica, is launching a cheeky campaign that uses humour to smash stereotypes and spark attitude change. Autistica’s mission is to help autistic people live happier, healthier, longer lives. But despite growing awareness, outdated assumptions and myths still shape how society sees autistic people. That’s why this campaign doesn’t just raise awareness—it pokes, prods, and playfully challenges the status quo. It’s a category-breaking push to get people laughing and, most importantly, seeing autistic people as individuals—not stereotypes.

Many non-autistic people assume they understand autism, but too often, autistic individuals are seen through a lens of oversimplified stereotypes. This campaign flips the script by addressing common misconceptions head-on, engaging a mass audience with a fresh and thought-provoking perspective. By shifting the conversation from awareness to true acceptance, Autistica aims to foster a society where autistic people are better understood and supported.

“Too many autistic people are misunderstood because of outdated stereotypes. This campaign challenges those misconceptions head-on and helps the public see autistic people as individuals with unique perspectives and strengths. We are proud to work with House 337 to drive this essential change in attitudes,” said Analiese Jackson, Director of External Affairs, Autistica.

Rooted in lived experience, the campaign was developed through close collaboration with autistic individuals. Numerous lived experience groups played a key role in shaping the messaging, ensuring it accurately reflects the diverse realities of autistic people. Directed by BAFTA-winning and Emmy-nominated filmmaker Sindha Agha, through the production company The Corner Shop, Agha is very familiar with autism—her mother was an autism researcher. This knowledge influenced her creative vision, adding depth and authenticity to the storytelling.

"It was an absolute delight to direct a project that subverts stereotypes about autistic people. Autism, especially as it presents in women, trans people, and people of colour, is very misunderstood. One of my favourite qualities that autistic individuals often possess is an ability to identify and express social truths that non-autistic people may also be subconsciously experiencing. Social scripts are often pointless and boring. Why do we subject ourselves to them? If the world was designed to be more accommodating for autistic people, I truly believe it would be a better place for everyone,” said Sindha Agha, Director, The Corner Shop.

Agha added, “Our main character, Jess, is an unmasked autistic woman of colour. Her subjectivity informed every creative decision, from cinematography to sound design, aiming to reflect the sensory experience of autism. Our project was created by autistic creatives and their non-autistic collaborators who listened with open, curious minds. I’m really proud of the result.”

Changing attitudes is an integral part of Autistica's mission. This campaign highlights Autistica's 2030 Goals to empower autistic people through support, employment, proven treatments for anxiety, neuroinclusive spaces, and health checks to improve life outcomes. It calls on allies—employers, educators, policymakers, and the general public—to actively include autistic people in all areas of society.

Building on their 2022 findings regarding public attitudes to autism, Autistica is releasing new insights into how negative attitudes have an adverse effect on the everyday lives of autistic people and their families. This ongoing study to measure change in attitudes about autism is tracked through the Autistica Autism Attitudes Index. The findings provide valuable insights into the gaps between awareness and true understanding, reinforcing the need for initiatives like this campaign.

“As we kick off World Autism Acceptance Month, we’re inviting everyone to challenge their assumptions, embrace neurodiversity, and help create a more inclusive world,” said Josh Green, Chief Creative Officer at House 337. “At House 337, we truly believe in the power of storytelling to shift perspectives. This campaign is about breaking down stereotypes and reminding people that autistic individuals are just that—individuals. If you’ve met one autistic person, you’ve met one autistic person. That’s why we’ve flipped the script, asking audiences to take a hard look at themselves, rather than defaulting to lazy stereotypes about how they think neurodiverse people behave. Partnering with Autistica and the autistic community has been incredibly inspiring, and we hope this work sparks meaningful conversations about autism acceptance.”

The campaign runs from 7th April across OOH (on Ocean Outdoor and MediaCo sites) and social.