Summary

Changing standards for casting neurodivergent actors in a campaign that united producers and actors across the screen industry as Hijinx targets Oscar by 2030

Objectives
  • To announce and guide how to position recommendations of new standards for casting neurodivergent actors
  • To support making it unacceptable not to cast learning disabled actors
  • To inform the general public, as well as the industry, that Hijinx is leading the way when it comes to learning disabled actors performing as part of an ensemble cast
Results
  • 31 pieces of national and local coverage including BBC News, BBC Wales, ITV Wales, Heno, Newyddion, Heart Radio, Leaning Disability Today and The Stage
  • Broadcast interview coordination with Clare Williams, Hijinx Chief Executive; Alex Harries, Hijinx Academy tutor and actor known for Keeping Faith, Torchwood and Hinterland; with Newyddion, BBC Wales News, BBC Radio Wales, ITV Wales, Heart North and Mid Wales and Heart South Wales, and S4C Heno
  • Secured profile pieces on Clare Williams with The Stage and Cardiff Life Magazine
31
pieces of coverage
233m
opportunities for individuals to see
How we did it?

From interviews on BBC Wales News, ITV Wales News, and Heart Radio, inviting press to attend the Casting Neurodivergent Actors in Film & TV Seminar, to securing Alex Harries a spot on the S4C Heno couch, this campaign helped change the perspective on casting neurodivergent actors across the screen industry.

Working with the team at Hijinx, we spent time sourcing case studies of Hijinx actors, curating their stories and elaborating more on their on-screen roles. These case studies were sent out with a broadcast diary maker to local and national news outlets and industry specific publications and websites to mark the seminar in their diaries.

On the day of the seminar, broadcast and media with the likes of Newyddion, BBC, and ITV, attended to witness seven new guidelines proposed by screen industry individuals and politicians to better influence the casting of actors with learning and developmental disabilities for film and TV.

Following the seminar, coverage of the seminar was featured on national nightly news programmes. We also arranged for ITV Wales to film an exclusive academy session to feature in the news item, as well as comprehensive interviews with more Hijinx actors.

The campaign successfully changed the conversation on casting learning disabled actors in the film and TV industry and united the Hijinx academy with politicians and industry leaders to lift the seven new screen industry standards off the ground.