Title | AUTISM CAN WORK |
Brand | ANDROS |
Product/Service | FRUITY DESERT |
Category |
B01. Brand-led Education & Awareness |
Entrant
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SERVICEPLAN FRANCE Paris, FRANCE
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Idea Creation
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SERVICEPLAN FRANCE Paris, FRANCE
|
PR
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SERVICEPLAN FRANCE Paris, FRANCE
|
Production
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SERVICEPLAN FRANCE Paris, FRANCE
|
Credits
Alexander Schill |
Serviceplan Group |
Global Chief Creative Officer |
Dimitri Guerassimov |
Serviceplan France |
Chief Creative Officer |
Fabien Teichner |
Serviceplan France |
Chief Creative Officer |
Hervé Poupon |
Serviceplan France |
Chief Creative Director |
Daniel Perez |
Serviceplan France |
Creative Director |
Benjamin Coché |
Serviceplan France |
Creative Director |
Chloé Rosiaux |
Serviceplan France |
Copywriter |
Astrid Pinon |
Serviceplan France |
Art Direction |
Ingrid Hammaoui |
Serviceplan France |
Art Director |
Renaud Chabert |
Serviceplan France |
Creative Producer |
Simon Guillou |
Trinity FIlms |
Editor |
Hugo Denepoux |
Trinity Films |
Editor &Motion Designer |
Jarina Amach |
Trinity Films |
Grading & FX |
Manu Cuesta |
Trinity FIlms |
Director Autist Shoots |
Nicolas Foulatier |
Trinity Films |
Line Producer |
Alexandre Poirier |
Comptoir du son |
Sound Engineer Studio |
Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including
This program fully respect the rules which apply in France in terms of Health communication. Moreover the French government fully approved the program. Sophie Cluzel, the Secretary of State in charge of disabled people even came herself in the factory to meet the autistic workers and congratulate the team behind.
Describe the target audience and why your work is relevant to them.
Pharma audience types:
By connecting autistic people with employers and help them find a job, the AUTISM CAN WORK program has already changed the life of several persons. Health workers and autism specialists acknowledged the virtues of our program on autistic people’s well-being.
Background
There are over 500.000 severe non-speaking autistic people in France. Mistreated. Isolated. Cut off from society. Each one represents a 100.000 Euros yearly cost for the state. Not to be treated, just to be parked in “care centers”. Recently, the EU authorities have called out France on the topic of Autists mistreatment and exclusion.
Why is this work relevant for Branded Content & Entertainment?
The AUTISM CAN WORK program is a unique and pioneer experience: the Andros company has had the courage to hire severe and non-speaking autistic people in his factories, and make them work as any other workers. The experiment was a success and these autistic persons became more autonomous and happier.To reproduce this experience widely, an interactive and digital platform was launched. The idea was to encourage other companies to recruit autistic workers, but also make one's preconceived idea about autism change, and more generally, make the French society change his mind about autism.
Describe the creative idea
What if we were all wrong about Autism ? What if Autism was just another form of intelligence, misunderstood and left unexploited ? Could autistic specificites, well-employed, be valuable work skills ? Work, as everybody knows, is the first factor of social insertion. Based on that strong belief, Andros – one of the main food leaders in France – and its partner agency decided to change the way people look at Autism. Where society sees Autists as compulsive people, we see compulsively focused people. In their obsessional behaviors, we see obsession for precision. So how can we turn these “inhabilities” into capacities ? By creating AUTISM CAN WORK. A care program that is a career program.
Describe the execution
We presented this game-changing platform to the CEOs of major companies, HR departments and main autism associations. Through this one-on-one digital tool, job offers were matched with the perfect autistic candidates. As the 4th national plan on Autism was launched by the French government, we triggered a nationwide PR campaign aiming the medias and journalists, based on Andros’ bold experiment.
Describe the strategy
1. Proving that this belief actually works. Andros took a bold risk: hiring severe autistic people in its factories, in the same terms as any worker. It turned out they were as productive and efficient as any worker. With a job and a salary, like any citizen, they became much happier and independent in society.
2. Turning that successful experience into a programTo help other companies do the same, Andros and its partner agency launched a digital toolkit platform where recruiters could find information about the Andros experiment, search for the right autistic candidates’ profiles and get a full package including a place to live and professional coaching for the autistic workers.
Describe the outcome
This pioneering initiative started a wide debate in national media, that pushed the French government to endorse and support AUTISM CAN WORK. Our program helped cut down the yearly cost per Autisic person from 100.000€ down to 35.000€, generating precious cost savings for the community. Health workers and autism specialists acknowledged the virtues of our program on autistic people’s well-being. To this day, two other major companies are already involved in AUTISM CAN WORK, and many more showed a significant interest in Andros’ program, proving that we need people with Autism as much as they need us.