Despite there being more than 700,000 autistic children and adults in the UK, there is still a huge lack of understanding around autism. 

To help bridge this gap and facilitate better understanding and provide the public with some accessible ways to support their autistic friends, colleagues and loved ones, the National Autistic Society has launched a new campaign. 

The campaign, entitled ‘It’s How You Show Up’, was created with help from Don’t Panic. The documentary-style creative comprises a film starring a real-life autistic father and his autistic daughter. 

The film, directed by Sasha Nathwanii, depicts the day-to-day lived experience of father, Chris, and his daughter. It features a deeply emotional voiceover from Chris that underlines the importance of a better understanding of autism. 

The spot sees Chris reflect on his own upbringing and his lifelong struggles being characterised as ‘sensitive’, ‘difficult’ and ‘different’. Chris sees himself in his daughter but shares his hopes that as society becomes more aware of autism and the world changes for the better, his daughter will be understood in ways that he couldn’t be. 

The film strikes an emotional chord but ultimately delivers a message of hope. The more society understands autism and people show up for those in their life, the better the future will be for everyone. 

Working from an initial script by Don’t Panic creatives Jake Moss and multi-BAFTA-winning writer Ada Rose, the team incorporated feedback from National Autistic Society autistic steering groups, director Nathwani and production company Caviar. 

To keep the film authentic, the team worked with the National Autistic Society to cast a real autistic family, the Wakemans. Through extensive interviews, workshopping, rehearsal and experimentation during the shoot, the team worked hard to create an authentic portrait of the family’s experience. 

Speaking on the experience of directing the campaign, Sasha Nathwani shared: “It’s been an enriching experience learning about autism through the Wakeman family. Spending weekends with them gave me a real insight into a neurodivergent household and the unique bond between a father and daughter who share a deep understanding through their lived experience.” 

She continued: “Parenting an autistic child is a journey that can be challenging, deeply personal, and ultimately life-affirming. With this film, I wanted to take the audience on that journey—to offer an authentic portrayal of a family navigating both the highs and lows of their daily life. We embraced a ‘docu-drama’ approach, blending scripted moments with real autobiographical details unique to the family.”

While autism varies from person to person, the film aims to surface some of the strengths and challenges autistic people face. Scenes people might relate to are the likes of Chris’ daughter resisting a scratchy school cardigan and Chris deflecting stigma from a family member over the phone. Autistic characteristics represented in the film include having intense interests, preferring order and routine, becoming overwhelmed and using repeated movements or actions to feel calm or express joy.

“Autism is complex to portray on screen, and across charity, agency and production, the work done preparing this script and crafting this edit was some of the most rigorous I’ve overseen in my career,” explains Ada Rose, Senior Creative at Don’t Panic.

She continues: “Our goal was to show that generational change is needed in how we, as a society, show up for autistic people, what the stakes are, and that we can and must make that more supportive world happen.”

The spot closes with a heartfelt bathtime scene in which father and daughter share how much, against all the challenges they face, they like being like one another.

”The film concludes as the family head out into the world in hope, ear defenders in hand, with a powerful call to action to the public to discover what they can do to show up for autistic people via the wider It’s How You Show Up campaign, which will share specific, practical and accessible ways anyone can support their autistic friends, colleagues and loved ones, starting now,” added Chrystyna Chymera-Holloway, Assistant Director of Communications, Marketing and Support at the National Autistic Society.

The heartfelt and hopeful campaign underlines that taking the time to understand one another is crucial. By raising awareness, increasing understanding and showing the entirety of the experience of autism, its strengths and its struggles with authenticity, the spot inspires the public to be a part of a better, more understanding future.