A Three-Phase Campaign to Build Awareness, Inclusivity, and Government Engagement
Amplifying Hope, Driving Policy Change for Neurodiversity
About the Initiative
Mission Neurogen was designed to create a seismic shift in the public perception and policy approach towards neurodiversity in India. Through a strategic, multi-phase campaign, the project aimed to increase awareness, promote inclusivity, and engage with national leadership to drive impactful societal and policy changes.Creating significant impact within a tight 90-day timeline. Generating nationwide attention for autism and neurodiversity without substantial paid promotions. Engaging influential voices and leadership to take actionable steps towards inclusivity.Objective
Raise Awareness: Increase understanding of autism and neurodiversity across India.
Promote Inclusivity: Launch the #NeuroDiverseIndia pledge to advocate for the inclusion of neurodivergent individuals in all aspects of society.
Engage with Leadership: Secure dialogue with Prime Minister Narendra Modi to advocate for advancements in autism treatment and propose policy reforms for better inclusion and support.
Our Approach
Mission Neurogen was executed in three distinct phases
Challenges
Phase 1: Awareness
Launched targeted video case studies highlighting autism symptoms and success stories in treatment.
Collaborated with influencers and parents of autistic children to amplify the message.
Successfully trended on Twitter with the hashtag #HopeForAutism, sparking nationwide conversations.
Key Results:
19 million+ reach.
6% engagement rate (on social platforms).
20+ hours of trending time for the hashtag.
Content shared in 200+ WhatsApp groups and 12+ Instagram pages with 100k+ followers.
Challenges
Phase 2: #NeuroDiverseIndia Pledge
Created a symbol of hope and inclusivity by merging the infinity symbol with the autism puzzle piece.
Partnered with mom influencers, Facebook groups, and Instagram communities to drive participation.
Amplified the pledge with the support of Pranav Bakshi, India’s first autistic model and an icon of autism advocacy.
Impact:
Over 600 unique entries supporting the pledge.
Built a visual identity around neurodiversity that resonated with audiences nationwide.
Phase 3: Government Engagement
Designed a proposal advocating for policy changes to improve autism treatments and neurodivergent inclusivity in India.
Established August 1 as a symbolic day for celebrating neurodiversity and initiating societal change.
Garnered attention from policymakers and initiated conversations on the inclusion of neurodivergent individuals in mainstream policies and public spaces.
Results
Cumulative Impact:
19 million+ reach across platforms.
6% engagement rate, surpassing industry benchmarks for social campaigns.
20+ trending hours across Twitter, ensuring sustained visibility for the campaign’s core messages.
Notable Achievements:
Mobilized a significant movement around the #NeuroDiverseIndia pledge, generating tangible support from families, educators, and influencers.
Positioned the client as a thought leader in neurodiversity awareness and advocacy.
Opened doors for further engagement with national leadership on policies for autism and neurodivergence.
Key Learnings
Pledges Inspire Action:
A simple yet powerful pledge like #NeuroDiverseIndia effectively mobilized grassroots support and encouraged meaningful participation.
Symbols Matter:
The newly designed neurodiversity symbol resonated deeply with audiences, becoming a unifying visual for the campaign.
Strategic Collaboration:
Partnering with influential individuals like Pranav Bakshi and amplifying content through mom influencers drove authenticity and organic engagement.
Social Media Power:
Trending on Twitter not only boosted reach but also validated the campaign’s relevance in public discourse.
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