With declining market share and penetration Vanish needed to move the needle on penetration by +100 basis points and +0.2% frequency to hit their market share and sales targets. This required a shift in perception from a strain remover to a total garment care and protection brand with equity in Vanish's core proposition, 'making clothes live longer'. Our approach needed to be differentiated from the category, distinctive to the Vanish brand and relevant to the mass-mainstream UK audience.

In partnership with Ambitious about Autism, Vanish set out to nurture a conversation to broaden public understanding of autism. This campaign gave a voice to autistic girls and tells their stories through clothes. Because clothes can be a lifeline - a way to sensory regulate and a source of comfort to help navigate a world not built for them - and helping that lifeline last longer really matters.

Right now, autistic girls are three times less likely to receive a diagnosis than boys. Our campaign idea was to nurture a conversation to celebrate all autistic girls and their clothes stories, break down myths and broaden public understanding. De-stigmatising autism at every step through positive portrayals. Starting with one girl’s story, we cast a real family in an evocative documentary drama film that brought to life the visceral importance of a hoodie. This was joined by a sea of other voices. A pop-up exhibition in London sharing intimate and powerful stories that explored how familiar and consistent clothing can help autistic girls thrive.

This entire campaign gave a voice to autistic girls and told their stories through clothes. Because clothes can be a lifeline. And helping that lifeline last longer really matters. We have helped autistic girls feel seen, heard and supported. And through donations on behalf of Vanish, we’re working towards improving their pathways to diagnosis.