Billington Cartmell, the integrated agency, has been appointed to handle a recruitment campaign for the National Autistic Society’s (NAS) Active Challenge Events initiative.
The campaign, with the tagline Get Miles More Out of Life, launches this month and encourages people to become fundraisers for NAS by taking part in physical challenges, such as a trek in the Sahara desert.
It aims to show that by performing a “personal best” people can “get more out of life” by helping others.
The appeal for fundraisers is being supported by Vodafone as part of three-year partnership with NAS.
The advertising aims to demonstrate how people can help sufferers of autism by drawing comparisons between the effort needed to complete strenuous physical challenges and the challenges faced by people with autism.
The advertising uses a medal logo that aims to stand out from typical charity advertising. One execution asks/ “Could you leap out of an aeroplane at 12,000ft? For some people with autism, their biggest challenge is stepping out of the house.”
The campaign will run above the line and online, while a range of promotional material, including T-shirts, has also been developed.
Vodafone, which has supported NAS since 2004 and raised nearly £6m for the charity, has financed the campaign, all promotional materials and the website.