Understood.org launched the ‘Be the Motive’ marketing campaign to assist mother and father assist their neurodivergent kids


Helping neurodiverse kids

Even well-meaning mother and father can have hassle recognizing the indicators of neurodiversity of their kids and might really feel overwhelmed by what to do subsequent. 

Understood.org, a non-profit group devoted to serving to individuals who be taught and assume in another way, created its 2022 “Be the Motive” marketing campaign to bridge these gaps. The marketing campaign targeted on educating mother and father, rising their consciousness and turning skeptics to supporters. 

In accordance with Understood.org’s Neurodiversity and Stigma Examine, 6 million of the 25 million mother and father of neurodiverse kids are skeptical or unaware of their youngster’s studying variations. Even amongst those that are conscious, greater than 50% of fogeys with neurodivergent kids are involved about telling others due to potential biases, the examine discovered.  



Understood.org created “Be the Motive,” an unique brief movie, to point out a teen whose mother and father don’t perceive the challenges they face as a neurodivergent individual. 

The practically 2-minute movie featured a neurodivergent forged, together with Miya Kofo, an actual teen who was identified with ADHD in center faculty. The movie was featured on the marketing campaign’s touchdown web page, Understood.org social media channels and in digital adverts. 

The marketing campaign additionally featured an unique music by The Holderness Household and sung by Penn Holderness, a social media influencer who shared his experiences dwelling with ADHD.  

The workforce was a winner of an advocacy or consciousness marketing campaign in PR Each day’s Nonprofit Communications Awards final September. 

Right here’s what you possibly can be taught from the marketing campaign. 

Humanizing summary ideas 

Nathan Friedman, co-president and chief advertising and marketing officer of Understood.org, advised PR Each day that the marketing campaign used the movie and music to share tales of what it feels wish to have ADHD. 

The movie opens with a closeup of Kofo’s tennis footwear frivolously bouncing below her classroom desk as she struggles to sit down nonetheless throughout a lesson. Kofo then fidgets and faucets her fingers.    

“I can’t appear to focus, so I smile,” Kofo mentioned in a voiceover. “Why does faculty appear to return simple for different youngsters once I really feel like I’m barely getting by?”  

Kofo narrates feeling misunderstood, particularly by her mother and father who inform her to “strive more durable.” 

“Mother, Dad, I’m relying on you to assist me determine this all out,” she mentioned later trying straight on the digital camera close to the top. “Be my motive.” 

Friedman mentioned that the movie introduced Kofo’s experiences to the forefront. 

“It’s from her standpoint and it actually talks about what occurs when her mother and father ignored it. It’s a real-life story. These usually are not actors,” Friedman mentioned. 

Along with the actors, the crew and director had been additionally neurodiverse.  

“I feel it’s vital to point out tales from folks about individuals who can relate to the story that we’re telling,” Friedman mentioned.  

Understood.org distributed the video by means of its social media channels, web sites and organizational companions. 

The “Be the Motive” movie garnered 45.3 million views, with 24.6 million folks ending the complete video. Each figures exceeded objectives.   

Utilizing social media

Understood.org took to social media platforms with a #YouCanBeTheReason problem mother and father to have interaction different mother and father and lift consciousness in regards to the vital position they play. The Holderness Household kicked off the problem together with different influencers Understood.org pulled from their influencer roster. The problem inspired mother and father to put up on social media methods they helped their kids with ADHD thrive. 

Friedman mentioned collaborating with The Holderness Household was a pure match as a result of Penn Holderness freely shared his experiences of being identified with ADHD as an grownup and had credibility on the subject. 

“It was actually about how will we work with them to domesticate a group of fogeys and parenting influencers, to share how they will help form their youngster’s life to allow them to thrive,” Friedman mentioned. 

Friedman mentioned that Understood.org additionally engaged their parenting influencer community to share how their kids can thrive and tips about tips on how to make that occur. 

“It was sort of a cascade impact, beginning with The Holderness Household reaching different influencers that we work with after which additionally amplifying what we do on our social channels to our greater than 1,000,000 individuals who observe us on completely different platforms,” Friedman mentioned.  

#YouCanBeTheReason posts earned 2.2 million impressions and generated hundreds of constructive feedback. 

Friedman mentioned that the marketing campaign needed to encourage mother and father to do what they will, after they can, to assist their kids obtain their full potential. 

“I feel the vital factor to comprehend is that as we be taught extra, it’s changing into critically vital that folks take that first step and that folks perceive what their youngster goes by means of to allow them to be sure that they thrive,” Friedman mentioned. “There’s a variety of little issues (they will do) that may go a great distance.” 

Sherri Kolade is a author and convention producer at Ragan Communications. She enjoys watching outdated movies, studying and constructing an authentically curated life. Comply with her on LinkedIn. Have an incredible PR/comms speaker in thoughts for one among Ragan’s occasions? E mail her at sherrik@ragan.com.



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