Great Minds. Think Differently.
Prism ND
The Hidden 20%
Digital / Social
Graphic Design
Creative Direction
360º Campaign
The challenge
To create the launch campaign for PRISM ND charity and "The Hidden 20%" podcast. Generating awareness and to open up the conversation around neurodivergence and The Hidden 20%. Yes, 1 in 5 of us are Neurodivergent.
The aim
To highlight the overlooked strengths, untapped potential, & hidden contributions of the neurodivergent mind. Directing people to Prism ND, a media-led nonprofit, finding creative ways to change society’s perception, building an environment where those who think differently are better supported.
The how
We wanted to highlight, better understand and celebrate neurodivergence by getting people to imagine what the world would be like without Great Minds... Thinking Differently. As a society we need more awareness, understanding & support of these conditions that have silently contributed so much to the cultural fabric of the world we live in.

To demonstrate the wonder of the Neurodivergent mind by highlighting what the world might not have if it weren't for some unique people and their brilliant brains.

There might be no...

...Lightbulb, No Nanu Nanu, No Marriage of Figaro, No 7-Year Itch, No Apple, No Ugly Duckling, No Willy Wonka, No Mona Lisa, No Quantum Theory of Light... the list goes on and on.

We wanted to celebrate how Great Minds... Think Differently and how the world is a richer place for it.

Launching with a flyposter campign, supported by social media and then followed by an extensive OOH campign in partnership with ADHD foundation. Many thanks go to Clear Channel UK for a significant media contribution, helping to spread the message.


The fly posters were silkscreened, using a flourescent green to help them really stand out.

With every fifth letter in green and set in an alternate font, representing the1 in 5 of us that are Neurodivergent.

That's 20% of the population that is considered neurodivergent. (ADHD, Autism, Dyscalculia, Dyslexia, Dyspraxia, Tourettes...)

Creating physical & digital badges for people to show their support for the Hidden 20%.

This is our Green Dot Badge

A symbol of the 1 in 5 of us that are neurodivergent.
A symbol of support for those that are neurodivergent.
A green light to be yourself
A green dot to no longer be hidden
All proceeds go to the PRISM ND charity and the good work they are doing.

The ND assessment waiting times & numbers are at an all-time high. 40% of neurodivergent adults are unemployed, 85% of people in the prison system are neurodivergent & there’s an ADHD medication shortage. 

So there is a lot of work to be done. Raising awareness and opening up the conversation is just the start.