Neurodiversity Celebration Week With Nick Ransom

Nick Ransom, BBC Producer on #InsideOurAusiticMinds who has been working in the media for six years, joined PHA in hosting a thought-provoking session on how we can effectively reach neurodivergent audiences in campaigns, and the importance of authenticity. Having been diagnosed himself with autism, Nick was able to shed light on the importance of understanding and embracing the diverse needs and perspectives of neurodivergent individuals. From language considerations to successful paid for campaigns, the session explored aspects of how to effectively reach and engage with neurodivergent audiences.

The session kicked off with a rundown of Nick’s background and experience providing context for the session, Nick emphasised the importance of using respectful and inclusive language when referring to neurodiversity, and we were reminded of the dos and don’ts when communicating with and about neurodivergent individuals, emphasising the need for sensitivity and awareness in the language we use.

A significant portion of the session was dedicated to exploring the strategies for reaching neurodivergent audience effectively. Nick delved into what was and is relatable for neurodivergent audiences and identified key opportunities for creating impactful campaigns. Being able to understand the unique perspectives and preferences brands will be able to create content that resonates authentically, something us as an agency can take onboard and incorporate with clients and campaigns in future.

Importantly, the session highlighted the importance of collaboration and accessibility in campaigns. We discussed commons cliches and stereotypes that need to be challenged, emphasising the need for authentic representation from the outset. It’s not merely about ticking boxes; it’s being able to genuinely engage with diverse perspectives ensuring that the campaigns resonate with everyone, by challenging cliches and existing stereotypes, we carve a path for more inclusive narratives. One key point Nick highlighted was the risk of leaving and acknowledging neurodiversity or neurodiverse individuals to the last minute or treating it as an afterthought, this approach poses risks to the effectiveness and reception of campaigns.

As we navigate the evolving landscape that is communications, we must remember that authenticity and collaboration are not just buzzwords – they are a guiding principle that shapes how we engage with our audience and how we can contribute to a more inclusive industry.