Let Me Be Me

Neurodiversity Ireland

Let Me Be Me

Neurodiversity Ireland • Neurodiversity Ireland • Neurodiversity Ireland

We were honoured to create a mini documentary amplifying the voices of neurodivergent people in Ireland to communicate how we can be truly inclusive, while raising much needs funds for a Sensory Centre in Dublin.

The campaign brought together Heineken’s leading Lager, Stout, and Cider brands, adopting a consumer/occasion-first and brand-second approach. With the introduction of minimum unit pricing, brands and retailers needed to find innovative ways to engage and provide value to shoppers.

Neurodiversity Ireland tasked Pluto with creating a video as part of a fundraising project to raise money for a first of its kind, sensory therapy centre in Dublin. The objectives of this brief were: Encourage monetary donations to fund sensory space Communicate the need for a sensory centre in Dublin Audience to understand the problems faced by neurodivergent children Audience to understand the grave lack of support currently Audience to understand the infinite potential of neurodivergent children.

Let me be me was an emotion video content piece which amplified the voices of neurodivergent young people in Ireland, telling the story of neurodiversity and how thinking differently makes our society beautiful.

Execution

It’s often the case that neurodivergent people are spoken for, instead of given the platform to speak. The people featured in this piece, leaned into their vulnerability and were generous with their willingness and openness to share an important message and educate the viewers on the lived experiences of the neurodivergent people.

Without their participation, this education piece would not have been created, and the €170,000 of vital funds would not have been raised.

The piece featured:

James, age 17, Neurodivergent
Mia, age 17, Neurodivergent
Tom, age 25, Neurodivergent
Dairine, Neurodivergent and mother to Iya who is also Neurodivergent
Nessa, Neurotypical and mother to Lana who is Neurodivergent
Iya’s Dad Leo who is Neurotypical
Dr. Katie
Mrs. School Principal Shauna, Neurotypical and mother of 4
Finn, age 17, Neurotypical

Each person told their own story, giving a different insight into their lives as a Neurodivergent person or the parent of a Neurodivergent child. Shauna and Finn represented the contrast and similarities between Neurodivergent and Neurotypical people.