October 21, 2021
Effort Will Include New Brand Positioning and Website Redesign to Expand Canadians’ Awareness of Autism Spectrum Disorder
Creative marketing agency Public Label Canada announced today a new partnership with Autism Canada, the only Canadian organization with a national perspective on the issues currently facing those with Autism Spectrum Disorder (ASD), their families and other stakeholders.
The Toronto-based agency has been named strategic and creative agency partner for the organization, tasked with establishing a bold brand story and raising awareness by creating a clear understanding of what autism is, what it means to be an individual on the Autism Spectrum, and how to create an environment of support for all to thrive. Scope of work includes developing a new brand narrative and redesigning the Autism Canada website.
The rebrand comes at an important time for many nonprofit organizations. The pandemic saw a shift in donation behaviour, with Canadians donating less or halting donations citing pandemic-related financial difficulties. Additionally, for organizations like Autism Canada their support and knowledge has been more sought after by people and families living with ASD, making it more important than ever to communicate the importance of charitable causes for organizations.
“Although there’s a rising rate of ASD, there is still broad confusion around what it means to have autism,” said Anne Dean, SVP/GM Marketing Solutions at Public Label. “Autism isn’t a single, simple categorical entity, but a complex, inconsistent and individualized experience, which makes it difficult for Canadians to understand. Our goal is to create a greater understanding of ASD that generates compassion and galvanizes Canadians to support the cause, empowering them to change the way they see and experience people with Autism Spectrum Disorder.”
The partnership kicks off just in time for the Au-Some conference, which takes place on October 23 during Canada’s Autism Acceptance Month. The one-day event aims to educate through presentations about living with autism created and presented by individuals on the Autism Spectrum. Guest speaker, Eugene Levy, Canadian Icon and Autism Advocate, will open the conference with a welcome and introduction. Public Label is also a title sponsor of the event.
“We are thrilled to be partnering with Public Label to clearly define our purpose, especially now as we face obstacles within the current charitable climate,” said Barbara Patten, Executive Director of Autism Canada. “While overall donations have decreased, needs are still prevalent. Requests for support increased by 44% amid the pandemic, making donor support as critical as ever. Raising awareness of ASD will ultimately improve the lives of all individuals on the Autism Spectrum and their families.”
New work for Autism Canada will be unveiled in 2022.
About Public Label
Public Label is a North American creative marketing agency. Made up of an inspired group of enthusiasts from all corners of the marketing world, Public Label’s mission is to help brands recognize and align with consumer motivations and cultural movements. Public Label identifies cultural trends, taps into what people already believe in, and builds stronger brand affinity and loyalty. This results in action that drives conversion, ultimately leading to brand growth. For more information, visit www.publiclabelagency.com.