AUTISM CAN WORK

Short List
ClientANDROS
Category A01. Food & Drink
TitleAUTISM CAN WORK
Product/ServiceFRUITY DESERT
Entrant SERVICEPLAN FRANCE Paris, FRANCE
Idea Creation SERVICEPLAN FRANCE Paris, FRANCE
PR SERVICEPLAN FRANCE Paris, FRANCE
Production SERVICEPLAN FRANCE Paris, FRANCE
Credits
Name Company Position
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

Why is this work relevant for PR?

The AUTISM CAN WORK program triggered a nationwide debate on TV Channels, pushing the French government to endorse and support the initiative. The Ministry of Health and Solidarity together with the Secretary of State for Disabled People officially quoted the Andros initiative. Beyond that, the French Prime Minister himself refer to it as an example that should be followed by all French companies.The Andros company, which is one of the French food sector leaders, declared that it is now perceived as a leader in social equality and positive change, due to such a major involvment.

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.

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 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 program To 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 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.

List the results

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.