Action for Children reply to critics
Like many of you I wrote to Gary Day at Action for Children about the Story of Dan ad campaign. Because some of you had already shared your replies I pointed out that I was not interested in their stock response. So they replied with … a stock response. My letter first
Dear Mr Day,
I am writing to express my concerns about the campaign materials featuring Dan, a young man with Aspergers Syndrome. I know from your reply to my colleague Harry Williams that you feel justified in using Dan’s words and drawings to illustrate his difficulties. But in so doing you are reinforcing stereotypical attitudes to autism that are damaging in the extreme.
Dan has learned to see his autism as a monster that consumed him and caused him to behave in unacceptable ways. It is his fault he reacts badly to people who bully and tease him. It is the autism to blame for him being sent away to school. The staff taught him to correct the error of his ways and thanks to them he is a better person.
This may be how Dan sees the situation but the TV ad suggests that this is how Action For Children see it as well. And this is the message that is going out to the general public. Autism makes children behave badly. It is a monster that is taking our children. Action for Children will help your child to trample its autism under foot and become a better person. That is the message that autistic adults and the parents of autistic children are taking from your advert and we reject it utterly.
When I visited your website I was perturbed to read “”Today Headlands – as it is now known – is a very special place. It is a residential and day school for children with emotional and behavioural difficulties, like autism.” I have been a teacher in special education for 25 years. I can assure you that children with emotional and behavioural difficulties and autistic children are different. The former have had damaging life experiences that cause their problems. The latter are born with a neurological difference that affects the way they process information.
Then I went to “Meet Dan.”
Slide 2 reveals very low self esteem.
“I was loud and obnoxious and generally bad tempered”
Slide 3 describes his fear.
“I was just afraid of what was out there, afraid one day that I’d leave my parents and not be able to survive or anything like that.”
Slide 4 has more self loathing
“I wasn’t a great brother or son.”
Slide 5 The transition to Headlands was not well managed.
“I felt hurt. I felt betrayed by being left there.”
Slide 6 Dan was really miserable.
“I thought no-one really cared. I sat alone in my room alone and just … I was really upset.”
Slide 7 The misery continues
“after a few months, a year of being there I got a bit steadier.” A year?!
Slide 8 Things get better when Dan learns that his problems are his lack of respect and his lack of honesty.
“People have said that Dan you are a lot more respectful, you have been a lot more honest and people have given me their trust.”
Slide 9 Dan expresses his gratitude to his carers and teacher.
Slide 10 Dan expresses his new found confidence, describes his skills and his sense of peace.
For all I know you have done a great job with Dan. You have taught him that because he is autistic he sees the world differently from the neurotypical majority; that their lack of understanding is the root of his problems. But by understanding himself and learning to make allowances for their lack of understanding he can avoid unnecessary confrontations. You have boosted his self esteem by identifying his strengths and giving him success. This gives him a secure base from which to tackle the real problems that he has and also gives him confidence to face the future.
But the evidence of your campaign suggests that you have taken a desperately unhappy, fearful child and taught him that all his problems were internal to himself and that it is up to him to change. Compliance brings its own reward. This may not be your intention, but it is what many of us in the autism community are taking from your campaign.
I note that you have invited people to express their concerns by complaining to the Advertising Standards Authority. I have no interest in seeing a dodgy advert pulled if the attitudes that inform that campaign and, presumably, inform the practise of Action for Children in relation to the care and education of autistic children, continue unchanged. I would much prefer to contibute to a dialogue that contributes to a better understanding of the needs of autistic people.
I am, as previously mentioned, a special needs teacher of 25 years experience. I teach in an all age school for pupils with severe learning difficulties. For 23 years I have parented a son with Aspergers syndrom. I am active in the National Autistic Society. I write and speak on autism and maintain a blog, Action for Autism, which is accessible via my sig file below.
Their stock response
Action for Children’s three new adverts focus on how the charity helps to transform the lives of the most vulnerable children throughout the UK. For 140 years we have been committed to children and young people being at the centre of all our work. Therefore these new adverts tell real stories of young people, told by them, in their own words.In our second advert, Dan chose to name his condition and approved the concept and drawings. These pictures depict how he saw himself and what he felt he needed help with before Action for Children helped Dan and his family for a number of years.Action for Children helped Dan gain control over aspects of his behaviour - this was about helping him feel more at peace with himself, as he states in the advert, and clearly his autism is an intrinsic part of himself. The animation in the advert is a representation of Dan’s own individual feelings of anger and frustration, not of autism.
Action for Children is a major provider of services for disabled children,including some with autism, We have other significant areas of work as well, and are a leading charity working with over 178,000 of the most vulnerable children, young people and their family members.
The advert will be running until the 15th February. If you would like to further your complaint or concernsabout our advertisements then you can do this by contacting the Advertising Standards Authority at www.asa.org.ukThey will look in to your complaint and if your concerns are upheld then we will be instructed to change or remove the advertising.
I wonder if they even read my letter. For the record I am neither upset nor offended by the ad. I am concerned that it perpetuates a stereotypical image of autism that, with its monster imagery, harks back to myths of changelings and demonic possession. These myths still resonate powerfully throughout society to reinforce the new mythology of children trapped inside their autism (There’s a Boy Inside) or stolen. When Suzanne Wright of Autism Speaks says;
here is a beautiful little boy in my family who has been kidnapped by autism … and we are going to get him back.
there is a direct connection to the short lived Ransom Notes campaign. Then NYU’s response to criticism was to issue a form letter. Action for Children repeat the same theme with minor variations on ording. I find the invitation to complain to the ASA significant, along with the fact that complaints are being dealt with by “Supporter Care.”
Action for Children is a charity. It does things for children and often it does them very well. It knows what it is doing and needs no advice from any of us thank you very much. It just wants our money so it can carry on doing good things for children. Hence the advertizing campaign. Those of us who complain are characterized as being upset by the shocking reality it presents to us. But it has no interest in engaging in dialogue. If the ASA decides it was wrong to offend us with its ad the ad will be withdrawn. Never mind that by the time the ASA delivers its judgement the campaign will be over.
But that is no good to me. How many more Dans are being taught to trample on their autism monster in order to become a better person? I am going to persevere with my attempts at dialogue with Action for Children and try to change their minds about autism.
However, if you are going to complain to the ASA, the Let’s stop “Action for Children” from demonising autistic children camqign on Face Book has an excellent discussion on how to do it.
Comment by Socrates | January 29th, 2009
Thank you for a thoughtful analysis. I think it insulting that such a considered complaint should be met with a stock response. This does nothing to reinforce the growing negative perception of Action For Children.
Their previous advertisement, featuring a girl caring for her mother with MS also upset many in the disability community. Action For Children seem to be making a Grand Tour of what they see as peoples’ misery and hardship, to raise awareness of their recent re-branding and for fundraising.
I know that the NAS has been asked to get involved, and I think it’s time to push for a meeting with not just with Action For Children, but the advertising agency Baby Creative and the film’s director Passion Pictures, as well as ourselves and the NAS.
We should not accept AfC’s explanation (as I received) that the whole advert was Dan’s fault and we must stop being beastly to him because he’s autistic.
Their silence on the substantive issues that have been raised by yourself, Paul Graby and many, many others is unacceptable.
I understand that Dora Raymaker of Change.org and Ari Nee’man of ASAN are co-ordinating the US’s response to AfC’s advertising.
These adverts still have more than two weeks to run and we’ll be with them all the way.
Action For Children just don’t get it: Nothing about us, without us!
Harry Williams
Comment by Mike | January 30th, 2009
@Harry
It seems that Tony Attwood also shares our concerns. I received this today from Barbara Jacobs.
From Tony Attwood
Can you put a STOP PRESS on your site with this which I have sent to AFC:
I have tonight received an email from Dr Tony Attwood, author of “The Complete Guide To Asperger’s Syndrome” which he has given me permission to quote, and I am perfectly willing to forward you the email so that you are in no doubt as to its veracity.
I emailed him the links to your film clip and accompanying text on the “Dan” story, as your press release tells us that “Dan” has Asperger’s Syndrome.
This is his response:
“I am very concerned that the advert gives a message that children with autism and Asperger’s syndrome are dangerous and potentially disturbed.
When the child refers to “correct errors in my behaviour” this seems to imply ‘brain washing’ and a sense of guilt for how he behaved.
Many of the behaviours I consider as coping mechanisms for the lack of understanding and respect from other people.
He refers to reacting when people insult him. Those that insulted him need the treatment.”
From Barbara Jacobs
Comment by Socrates | January 30th, 2009
O.
I think things have just gone up a gear…
Comment by Sharon | January 30th, 2009
Mike, that was a fantastic letter. It is shocking that they didn’t pay it any heed. It was considered, intelligent, detailed and invited real interaction. How silly of them.
Thanks too for getting a message through to Tony Attwood, and for sharing his fantastic response.
I have focused on the small picture, trying to get the ad pulled and get a commitment from AfC to involve disability groups is such campaigns in the future. I’ve given up on dialogue as they have not engaged with any of our carefully worded letters. They and their supporters have mischaracterised their detractors as they have mischaracterised autism, and as they have mischaracterised disabled parents. They imply that we are attacking Dan!
I’m glad someone with your experience, compassion and sense is trying to deal with the big picture, how autism is perceived by AfC and their schools.
Comment by Barbara | January 30th, 2009
Hi Mike. Many of us are singing from the same hymn sheet, again, and it’s good to see, although bad that we have to do it at all. I got ANOTHER anodyne reply in response to sending them the Tony Attwood statement last night. At the end of their mail they thanked me for my continuing support!!!!
Anyway, here’s my response:
“I am aware of what you are saying now - introducing, as a last gasp, this question of diagnosis, and the way parents battle for this and a statement, very true, but where does that figure in what we see in the film or text? At all?
So far, in the three responses I’ve received or seen, your story has changed three times (initially they were his OWN drawings and concept, now we have this unspoken ‘talk’ you refer to about the ’strong contrast’ before and after diagnosis) and remains unconvincing as to your purpose. If you truly supported autism and understood it, why did you send this boy to a residential school for those with emotional and behavioural difficulties? Why did you not seek a diagnosis for him which might have enabled him to attend an autism-specific day school? At what age did you get him a diagnosis?
But this is all an AFC behind-the-scenes frantic self-justification, and not what we see on our screens. ‘My autism was becoming a pain in the bum’ is what the young man says as his monster runs riot. Had he said ‘My anger was becoming a pain in the bum’, that would have squared with your current explanations.
My Leicester University supervisor, Professor Paul Cooper, who is a Chartered Psychologist and one of the UK’s leading experts on children with emotional and behavioural difficulties, said that the cartoon depicted ‘Conduct Disorder, not autism’.
Tony Attwood, in his email to me which he allows me to quote, has referred to the young man’s statements as being redolent of ‘brain-washing’
Throughout the advert and the cartoon the child’s guilt is encouraged, rather than any examination of the part that bullies played in his responses. This means that autistic children educated within your residential schools all emerge with this idea that there is something within themselves to blame when others hurt them, insult them, and pick on them? Haven’t you heard of the social model of disability? One of the parents I interviewed asked, ‘Why do we have such problems with professionals diagnosing our children, when the other kids just smell them out and make their lives a living hell?’ Dan was perfectly right to be angry.
I complete my PhD in June, and will then write my next book, in which I shall tell what I’ve learnt about these autistic children, their parents, and their teachers, from my research. I shall have no hesitation in condemning the practices for autistic children within residential schools run by AFC, on the evidence of this advertisement, and shall use it in all my public and academic presentations as an example of bad practice.
This advert is offensive to the autistic community, their friends parents and partners, insensitive on the issues involved, and exploitative by media and commerce of a vulnerable young man and his parents. That one of your staff described it as ‘lovely’ just about says all I need to know about AFC.
You do NOT and never again will have my support.
Barbara Jacobs”
Pingback by TrainyBrainy » Blog Archive » Posts about Special Education as of January 31, 2009 | January 31st, 2009
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Comment by Sharon | February 2nd, 2009
Professor Simon Baron-Cohen speaks out about the ad:
http://thefamilyvoyage.blogspot.com/2009/02/professor-simon-baron-cohen-speaks.html
Comment by John Burns | February 4th, 2009
Hello,
I’ve written a number of emails to AfC all with the same stone wall response. I produce an internet radio show, we’ve around 10,000 listeners world wide. I’ve put out an appeal for support and also included a link to our Autism awarenes show. I know it won’t reach the massess like the advert but it is one small step in redressing the balance.
Links below
No Monsters in Autism: Appeal for support
http://standupcomedy.podomatic.com/entry/2009-02-03T12_43_44-08_00
Autism Awareness Special edition
http://standupcomedy.podomatic.com/entry/2007-12-01T04_24_04-08_00
Comment by Graham | February 8th, 2009
It seems to me these attacks on the advert are verging on the hysterical. It doesn’t offend me or my son.
My 10 year autistic son is very well supported at home and school. He likes being the way he is - loves having his head full of Thunderbirds, Thomas the Tank Engines, Homer Simpson and Beano characters.
At the same time, he has communication and behaviour issues. These are not caused in any way by his home, school, friends or anything his environment.
He tells is that his brain doesn’t work properly, that he suffers from brain overloads, and sometimes worries that he is a bad person. It is crystal clear that his problems are internal - to do with the way his brain works, and sometimes doesn’t work.
If he grows one day to be like Dan - to understand himself, to see where his behaviour is abormal, and control it so that other people find him easier to deal with - then he and we will be delighted.
Pingback by blog-thing : Action for Children end TV ad campaign | February 9th, 2009
[...] The Action for Children TV commercial about the Story of Dan, a young man with Asperger Syndrome will not be shown after tonight, Sunday 8th February. According to the Action for Children blog the campaign was always meant to end today. Which is strange because both Barbara Jacobs and I received emails from Action for Children which said the commercial would run until next Sunday.I published mine here. [...]
Comment by Jean Kearns Miller | March 16th, 2009
Hello. Many months ago I submitted a proposal for a conference presentation titled “The Demonization of Autism.” I will be presenting in Pittsburgh in a week and a half. Does anyone know if this advert is available at YouTube or anywhere else? I have a neurodiversity Powerpoint with a bunch of artifacts attesting to demonization but it’s a bit thin and I could do with updated examples. Any media examples any of you know of would be greatly appreciated. Please send links etcetera to
My presentations tend to be in professional college English settings but the wider the consciousness-raising the better.
Thanks. jean kearns miller
Comment by Jean Kearns Miller | March 16th, 2009
Message excludes e-address which is brainpower@dancingmind.info
(If this doesn’t go through I’ll assume it’s restricted. No matter.)
Comment by Carrie | March 19th, 2009
Here is the ad, Jean
http://www.youtube.com/watch?v=_K5lSSTG-90