About Spectrum of Kindness
In 2014, the Autism Center at Hospital for Special Care (HSC) launched the regional Spectrum of Kindness campaign to share stories, create community, and foster understanding of autism. The Connecticut-based campaign was so successful that they asked Mason to help them go national.
Do a lot, with a little
The goal was broad – increase autism awareness, position HSC as a thought leader, build a loyal database, and while we were at it, raise funds for HSC’s Autism Center. Our target was sweeping too: families, legislators, healthcare providers, media. Where to start? The Spectrum of Kindness website was a powerful, cost-effective tool, full of moving stories from real families. Mason would use paid social media, particularly Facebook and Twitter, to drive those stories in.
PR, pancakes, and a side of ingenuity
If there’s anything Americans across every spectrum agree on, it’s pancakes. Mason created a partnership with the Chip’s Family Restaurant team, who grabbed their griddles and donated proceeds from a custom pancake. Just $11,500 covered social media, production and printing for Chip’s promotion, pins, balloons, donation jars – and PR, too.
Love spread, awareness raised
The Spectrum of Kindness Facebook audience grew 77.3 %, including 1,075,940 impressions and 12,248 link clicks. Twitter results included 6,179 organic impressions, 762,000 paid impressions, and 1,055 profile visits.
Stories about the hurdles and joys of life with ASD continue to pour in.