Autistica launch Autistic. So what? campaign
Not Just Any delivers a powerful new film for Autistica’s Autistic. So what? campaign.
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A new national campaign film for Autistica was brought to life by Not Just Any, with direction from Rob Sanderson.
The film, entitled Autistic. So what? launched during Autism Awareness Month and challenges audiences to rethink everyday assumptions about autistic people.
At the heart of the campaign is a 60-second hero film, crafted by Do Not Behave in conjunction with Not Just Any that captures the nuance of everyday experiences that are often misunderstood. Set across familiar environments, including a café, office, cinema, party and theatre, the film observes moments where autistic behaviours are misread before turning the narrative on its head with a simple but powerful provocation: So what?
Directed by Sanderson with a focus on authenticity and empathy, his approach centres on lived experience, creating a film that invites viewers to reconsider instinctive judgments. The production balances subtle performance with carefully constructed scenarios, allowing each moment to feel recognisable while challenging ingrained perceptions.
Sanderson shares on directing the film: “My work is always on the edge of documentary and scripted so bringing these moments to life, crafted by and featuring the autistic community was a real pleasure. Not only was it fantastic to bring these moments to a wider audience, simply making the films was proof positive of the contribution of the autistic community.”
Credits
View on- Agency Do Not Behave
- Production Company Not Just Any
- Director Rob Sanderson
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Credits
View on- Agency Do Not Behave
- Production Company Not Just Any
- Director Rob Sanderson
- Editing Cabin Edit/London
- Post Production OkayStudio
- Sound Noble State London
- Music GAS Music
- Executive Creative Director Sue Higgs
- Executive Creative Director Jo Moore
- Producer Sue Lee-Stern
- Executive Producer Thea Slevin
- Producer Francesca Di Muro
- Executive Creative Director Aidan Gibbons
- Executive Producer/Managing Director Prudence Beecroft
- Production Designer Tom Sanders
- DP Ahmet Husseyin
- Editor Charles Gamble
- Producer Delilah Walters
- Head of Production Caylee Banz
- Executive Producer Jack Howard
- Executive Producer Athene Xenia Aristocleous
- Colorist Fraser Twitchett
- Sound Designer Parv Thind
- Sound Design & Mix George Nicol
- Music Supervision Gary Hilton
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Do Not Behave
- Production Company Not Just Any
- Director Rob Sanderson
- Editing Cabin Edit/London
- Post Production OkayStudio
- Sound Noble State London
- Music GAS Music
- Executive Creative Director Sue Higgs
- Executive Creative Director Jo Moore
- Producer Sue Lee-Stern
- Executive Producer Thea Slevin
- Producer Francesca Di Muro
- Executive Creative Director Aidan Gibbons
- Executive Producer/Managing Director Prudence Beecroft
- Production Designer Tom Sanders
- DP Ahmet Husseyin
- Editor Charles Gamble
- Producer Delilah Walters
- Head of Production Caylee Banz
- Executive Producer Jack Howard
- Executive Producer Athene Xenia Aristocleous
- Colorist Fraser Twitchett
- Sound Designer Parv Thind
- Sound Design & Mix George Nicol
- Music Supervision Gary Hilton
The film features actor and writer Bradley Riches, an Autistica ambassador, whose presence brings both visibility and personal resonance to the campaign. His performance anchors the film’s message, reinforcing the importance of understanding behaviours such as avoiding eye contact, seeking quiet, or becoming overwhelmed, not as problems, but as reflections of how autistic people experience the world.
Not Just Any ECD and Founder, Aidan Gibbons comments: “Every now and then a project comes along that reminds you why film is the most powerful communication tool there is. “So what?” is one of those. The energy between our team, Rob, Do Not Behave and Autistica was something special from day one, and the result speaks for itself. This film matters. Autistic people face judgment every single day for simply being themselves. “So what?” flips that on its head and does it with real craft and conviction.”
Developed in collaboration with autistic contributors and informed by behavioural insight, the campaign highlights everyday interactions where greater awareness can make a meaningful difference. Through a restrained and human storytelling style, the film ensures the message lands with clarity and impact.
Do Not Behave ECD/Founder Jo Moore adds: “It has been an amazing journey working on this campaign with Autistica. We’ve loved having such positive input from the autistic community, and those who came to the casting had certain lines that resonated with them personally. And it was brilliant being able to use Bloc Party’s ‘Positive Tension.’ We think this campaign will make a huge contribution to the way autistic people are accepted by society."
The film concludes with a call for perspective shift: “Autistic people adapt to live their lives every day. Isn’t it time we adapted to theirs?”
Launched to coincide with World Autism Acceptance Day and World Autism Awareness Month, the campaign aims to spark reflection and encourage more considered, empathetic responses in everyday life.
