This new video from the National Autistic Society in England has no less than 5 Million views in 4 days on Facebook and YouTube and with a lot of positive response. The release of the video coincides with World Autism Awareness Week from 2nd – 8th April. Developed in collaboration with the autistic community and designed to give viewers a greater understanding of what autism looks and feels like, the film aims to bridge the gap between the number of people who’ve heard of autism and the number of people who really understand what it is and what it can feel like for some people.
‘Can you make it to the end?’ is a film part of the new campaign called “Too Much Information”. Sensory sensitivity is the subject here, a key issue for many autistic people. The film puts the viewer into the shoes of a small boy living with autism and lets them experience the world through his eyes during one visit to a seemingly ordinary shopping centre.
Richard Beer, Creative Director of Don’t Panic, the agency behind the campaign:
Most ‘neurotypical’ people have a filter between themselves and the world, one that allows them to choose which sounds to listen to or which visual stimuli to focus on. It’s how you can have a coherent conversation with someone in a room full of loud music, clinking glasses and people talking over each other. Many autistic people lack this filter: their senses can be overwhelmed by the number, volume and intensity of the tactile, visual and auditory stimuli around them. Even a seemingly innocuous situation can contain Too Much Information. We wanted to challenge viewers to experience 90 seconds in a familiar location like they’d never experienced before. And, perhaps, understand a little better what it’s like to have this sensory sensitivity next time they see someone struggling to cope.