Do Not Behave debuts autism acceptance campaign

Independent agency Do Not Behave has launched its first campaign for Autistica, encouraging greater public acceptance of autistic behaviours.

The campaign, titled Autistic. So What?, centres on a film released on April 2 to coincide with World Autism Acceptance Month, and forms part of Autistica’s wider efforts to drive behavioural change.

Film challenges everyday assumptions

The 60-second film features autistic individuals describing their coping strategies in everyday situations, highlighting how these behaviours are often misunderstood.

Scenes include a woman in a café avoiding eye contact and a workplace setting where small talk is avoided, each paired with voiceovers that reframe these actions as valid ways of engaging with the world.

The film concludes with Bradley Riches preparing to go on set, reinforcing the message that adaptation should not fall solely on autistic individuals.

Community-led approach shapes campaign

The campaign was co-created with input from the autistic community, aiming to reflect lived experiences authentically and challenge common misconceptions.

It is supported by out-of-home placements through Ocean Outdoor, alongside distribution across platforms including Instagram, TikTok, YouTube and LinkedIn.

Jo Moore, Creative Director, Do Not Behave: "It has been an amazing journey working on this campaign with Autistica. We've loved having such positive input from the autistic community, and those who came to the casting had certain lines that resonated with them personally. And it was brilliant being able to use Bloc Party's Positive Tension. We think this campaign will make a huge contribution to the way autistic people are accepted by society."

Campaign supports long-term strategy

The initiative builds on Autistica’s Our World 2030 strategy, which focuses on improving conditions for autistic people by the end of the decade.

The work draws on behavioural insights to encourage the public to pause, reconsider assumptions and respond with greater understanding in everyday interactions.

Bradley Riches: "This film matters because it challenges attitudes towards autistic people. It takes the phrase "So What?" and turns it back on the judgement, asking people to respond with more understanding and, ultimately, greater acceptance."

www.autistica.org.uk

www.donotbehave.com

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