Finding our common goal.

Bringing together allies among autistic and non-autistic people to drive forward progress was key to the National Autistic Society’s transformation programme.

Together, we helped build an ambitious audience strategy to understand what people want from the charity, find new audiences and position the charity at the heart of the movement for change. 

With recent progress in the acceptance and understanding of autism, the National Autistic Society wanted to drive forward and create a world that works for autistic people. To do this, the charity needed to build its understanding of how to engage the right people in ways that worked for them.

Based on extensive research we conducted with autistic adults across the UK and the people closest to them, we uncovered the audiences most likely to want to be part of this collective movement, and the barriers they faced.

The strategy we developed set out which audiences needed to be prioritised in the charity’s external communications over the next few years. It detailed the role the charity needed to play to help move society, and set out how to engage their audiences effectively.

By understanding the audiences and their needs, we built a five-step strategy that aligned communications, campaigning and fundraising. This is helping NAS to reach more people and create a bigger voice for change to benefit all autistic people.


National Autistic Society


Strategy, Audience segmentation, Positioning, Brand, Insight Labs, Qualitative research, Quantitative research