Understood Be The Reason

Understood's "Be the Reason" campaign was launched to tackle the harmful stigmas surrounding learning and thinking differences, which affect over 70 million Americans and deeply impact children's mental well-being. Drawing on research that revealed over half of parents of neurodivergent children fear disclosure due to bias—and that many children are unfairly labeled—the campaign empowered parents to engage with their kids through a dynamic mix of real stories, a compelling short film, and resources like the “Be The Reason” activity kit. We amplified our message through a social media challenge led by The Holderness Family, paid media that delivered 76 million impressions and 45 million video views, and proactive press efforts reaching over 85 million people. The campaign also proved to directly change the minds of 100,000 parents according to brand lift study results on Meta.