2021 Winner
BronzeIntegrated Campaign Led by PR
Jake's House
"ASD: Rockin' the Spectrum"
Edelman Canada
"ASD: Rockin' the Spectrum"
Edelman Canada
Canadian charity Jake’s House empowers youth and fosters a sense of community among people with Autism Spectrum Disorder. Its role became even more vital during the pandemic, when members of the community became disconnected from society.
To help raise awareness of Jake’s House and bolster donations during Canadian Autism Awareness month, while also fighting the misconception that people with autism dislike being in the spotlight, Edelman turned to rock n’ roll. It launched an integrated comms effort around ASD, a musical supergroup (named after the Autism Spectrum Disorder) featuring five individuals with autism. Band members joined rock legend Roger Hodgson and a 43-piece orchestra on stage for a performance of
Supertramp’s “Give A Little Bit.”
A band logo was also created by a member of the community. Oon Oct. 6, 2020, ASD made its world debut, featuring a series of live performances and the release of its music on major streaming platforms. Performances were amplified through strategic earned media efforts, exceeding fundraising targets by 70% and generating
an ROI of 3,300%.
To help raise awareness of Jake’s House and bolster donations during Canadian Autism Awareness month, while also fighting the misconception that people with autism dislike being in the spotlight, Edelman turned to rock n’ roll. It launched an integrated comms effort around ASD, a musical supergroup (named after the Autism Spectrum Disorder) featuring five individuals with autism. Band members joined rock legend Roger Hodgson and a 43-piece orchestra on stage for a performance of
Supertramp’s “Give A Little Bit.”
A band logo was also created by a member of the community. Oon Oct. 6, 2020, ASD made its world debut, featuring a series of live performances and the release of its music on major streaming platforms. Performances were amplified through strategic earned media efforts, exceeding fundraising targets by 70% and generating
an ROI of 3,300%.
Credits
Agency: Edelman CanadaCCO, Writer: Andrew Simon
Art Director: Hira Gomes
Exec Producer: Tamara Sulliman
Writer/Earned Strategist: Ryley Murray
Digital: Peter McIntyre, Jordan Markowski
Paid Media: Nirmala Bahall, Jennifer Cook
Search: Wilson Shek, Oksana Davydenko
Website: Michael Hamel, Stephanie Fournier
Earned Media: Caroline Murphy, Rivka Boxer
Influencer: Natalie Legault, Neelu Vasishat, Karandeep Sandhu
Producer: Carrie Miller
Production Support: Josh Sam, Evan Davis
Logo Design: Adam Barkworth, Hira Gomes
Music: Pirate Toronto
Arrangement: Ari Posner
Producer/Music Director: Chris Tait
Mixed By: Keith Ohman
Studio: Metalworks
Engineer: Wayne Cochrane
DP: John M. Tran
Asst Camera: Chris Goll
Location Sound Mixer: Blue Dunlap
Editor: Kyle McNair
Colour: Brock Tupper, The Vanity
Online: Andrew Farlow, The Vanity
ASD Band:
Rawan Tuffaha – vocals
Roberto Tanco – vocals
Spenser Murray – drums
Ron Adea – keyboards
Jackson D. Begley – acoustic guitar
Scott Marshall – Music Teacher
Guest Musicians:
Stephan Szczesniak - Drums
Maury Lafoy – Bass
Charles James – Bass
Kevin Kane - Guitars
Ari Posner - Keyboards and programming