Autistica highlights hidden challenges of Xmas for people with autism in new work via DOJO UK

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London agency DOJO UK has partnered with Autistica, the UK’s leading autism research and campaigning charity, to launch All Is Calm — a campaign that highlights how Christmas can be a challenging time for autistic people. While the festive season is typically associated with parties, gatherings and celebration, flashing lights, loud music, overlapping conversations, social pressure and disruptions to routine can create significant stress and anxiety for this audience.

Through a series of executions, the campaign reframes familiar Christmas moments from the perspective of autistic people, revealing the often unseen discomfort behind the festive façade and inviting the public to rethink how celebrations can become more inclusive for everyone.

Each message brings forward a real reflection of thoughts that are often unexpressed by autistic people, prompting the public to reflect on the effects these situations cause. Addressing themes such as food, gifts, hugs, travel, and crowded homes, each piece presents an uncomfortable truth, revealing hidden struggles in the everyday experience of Christmas through bold, raw, and unexpectedly moving lines.

“Most brands highlight the joy of the festive season. We chose to shine a light on a different perspective. One that most people don’t realise exists, but can have a direct impact on. We hope this will help make this festive season a little better for autistic people, and raise some donations for the great work Autistica does”, says Rafael Freitas, managing director, DOJO UK.

“We know that many autistic people have their own ways of celebrating Christmas, because this time of year can be too much.  We wanted to educate the public about these challenges, but also point to the small changes that can make a positive difference. Whether that’s asking before giving a hug or setting aside a quiet space at a noisy party, we can all do Christmas differently to make sure all is calm. We hope that this campaign helps more people to understand and rethink some of their Christmas traditions,” says Rebecca Sterry, Interim Chief Executive at Autistica.

The campaign’s production was developed in partnership with autistic people, from the conception of the message, which features real phrases, to the visual identity. DOJO UK applied refined care to the aesthetics of the pieces in order to impact the general public and, above all, bring representation and identification to the autistic community.

As a result, all elements of the campaign were created to be resonant and sensorially considerate, such as the characters made from felt — a soft, gentle-to-the-touch material that evokes warmth and is commonly used in the production of sensory toys, especially for autistic children. The characters’ expressions were also designed to enable quick identification and representation: they are raw, real, and entirely contrary to the expectations of the Christmas season.

“Our goal was to soften even the most intense scenes, making them accessible and safe for the audience we are representing. Muted, matte tones avoid overstimulation. We also did not use strong contrasts or flashing lights — only warm, saturated colors that convey a festive feeling without being aggressive,” adds Fernando Bartolo, creative director at DOJO UK.

Signed with the line “Make sure all is calm”, inspired by the classic Christmas carol “Silent Night”, the campaign invites the general public to act differently, think inclusively, support the cause, and download a guide with tips on how to create a Christmas where All is Calm. In addition to the DOOH pieces, the campaign also includes social and digital assets, as well as participation from influencers such as comedian, writer and presenter George Lewis, known for his relatable online sketches which have garnered hundreds of millions of views.

Agency: DOJO
Campaign: All is Calm
Client: Autistica
Product: Brand
ECD: Fernando Bartolo
Creative team: Fernando Bartolo, Henrique Porto, Arthur Borges
Account Management: Rafael Freitas, Gabrielli Souza
Planning: Fernando Bartolo, Rafael Freitas
Production: Gugu Seppi
Illustrations: Lucas Ribeiro
Artwork: Arthur Borges, Giuliano Laruccia
Media: Brenda Silva
Client: Jennie Chambers, Rebecca Sterry, Mercedes Brazier, Daisy Armitage

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