Advocacy group Autism Speaks is partnering with Sesame Workshop for the first time to raise awareness about the importance of early screening for autism.
The campaign, developed with BBDO and the Ad Council, features Julia, a four-year-old Sesame Street Muppet with autism, by showing her adventures to help parents learn the signs of autism and understand the importance of early screening and diagnosis.
BBDO's sister agency Dieste is responsible for the Spanish-language videos.
Spots encourage parents to visit ScreenForAutism.org or DeteccionDeAutismo.org. The sites also include free, bilingual resources for families from the on-going “Sesame Street and Autism: See Amazing in All Children” initiative.
The new videos - appearing across donated media per the Ad Council model - join print, online and outdoor public service announcements that were released in April during the campaign's soft launch.
“Innovative partnerships, like this one with Sesame Workshop and Autism Speaks, are critical to continuing the national dialogue about autism and helping parents understand the lifetime of difference early screening can make for children with autism,” said Lisa Sherman, president and CEO of the Ad Council.