Improving Autistic Representation in Media and Advertising

In a groundbreaking panel discussion at the Cannes Lions Festival 2023, industry leaders gathered to explore the critical issue of autistic representation in media and advertising. The conversation, moderated by Amanda Morris, a disability reporter at The Washington Post, shed light on the #AutismOutLoud project and its potential to transform how we perceive and portray autism in the media landscape.

The Panelists:

• Rachel Lowenstein, Global Head of Inclusive Innovation at Mindshare
• Dr. Rebecca Swift, VP and Head of Creative Insights at Getty Images
• Jamil Karriem, Founder and CEO of Hiki
• Laurel Rossi, CMO of Infillion and Co-Founder of Creative Spirit

Breaking Down Stereotypes

The discussion kicked off by addressing the pervasive issue of misrepresentation and stereotypes surrounding autism in media. Panelists highlighted how autism is often portrayed through a narrow lens, typically featuring young white males or characters with savant-like abilities. This limited representation not only fails to capture the diversity within the autistic community but also perpetuates harmful misconceptions.

Rachel Lowenstein shared her personal experience, stating, "These stereotypes that exist in media around autism directly affected my life because until the age of 30, I lived with severe depression, severe anxiety... If I had seen other autistic women before the age of 30, I probably would have understood that about myself much sooner."

Authentic Representation: The Heart of #AutismOutLoud

At the core of the discussion was the #AutismOutLoud project, a collaborative effort by Mindshare, Getty Images, and Hiki. This initiative aims to create a commercial image bank featuring self-portraits by autistic individuals, ensuring authentic representation.

Dr. Rebecca Swift explained the project's significance: "What we cannot do as an agency is identify contributors who we think are neurodivergent. So what [the partners] brought to the conversation and to this project was their contacts, their community."

Embracing Neurodiversity in the Workplace

Jamil Karriem shared insights on creating inclusive workplaces for neurodivergent individuals. He emphasized that many accommodations are simple and cost-effective: "Everything that we do in terms of creating a more accessible workplace is actually positive for everyone else on the team, regardless of whether you're neurodivergent or not."

These accommodations include providing clear agendas for meetings, not requiring video for all Zoom calls, and offering flexible work environments.

The Business Case for Inclusion

The panelists stressed that improving representation and inclusion isn't just a moral imperative—it's a smart business decision. Laurel Rossi pointed out the high unemployment rates among people with disabilities and how improved representation can lead to better employment opportunities.

Karriem added, "When I think about accommodations, I'm thinking increasing productivity, increasing employee retention. That's good for everyone. When I'm thinking about these other brands using these images, I'm thinking access to a different consumer population that you historically never had access to."

Crafting Commercially Viable, Authentic Images

Dr. Swift detailed the process of working with autistic creators to ensure the images were both authentic and commercially viable. This involved considerations such as avoiding trademark infringements, ensuring images could be cropped for different platforms, and aligning with popular lifestyle themes.

The Future of Autistic Representation

The panel concluded by discussing the next steps for the #AutismOutLoud project and similar initiatives. They emphasized the need for brands to actively use these authentic images in their campaigns and commit to neurodiversity efforts within their organizations.

Lowenstein summed it up powerfully: "We need brands to commit to using this content, to supporting the work... People with disabilities make up nearly a fifth to a quarter of the world. If you are loyal to our community, we will be very loyal to you back."

Autistic Representation = Inclusive Media

This panel discussion serves as a wake-up call for the media and advertising industry. It highlights the urgent need for authentic representation of autistic individuals and the potential for positive change through initiatives like #AutismOutLoud.

As we move forward, it's clear that improving autistic representation is not just about creating more inclusive media—it's about fostering a more understanding, accepting, and diverse society. The challenge now lies with brands, agencies, and content creators to embrace this change and contribute to a more inclusive media landscape.