New York – September 30, 2026 -- Understood.org, a nonprofit supporting neurodivergent individuals and their families, has launched a new brand campaign called "Less Noise, More Understood," timed to ADHD and Learning Disabilities Awareness Month in October.
The campaign targets misinformation overload facing parents
Research cited by the organization found that 52% of TikTok videos about ADHD and 41% of videos about autism contain inaccurate or misleading information. One in four caregivers say they've regretted a health decision for their child because of conflicting information they encountered.
"Social media mentions of 'neurodivergence' more than quadrupled between 2021 and 2025, and they're still climbing," said Nathan Friedman, co-president and chief marketing officer at Understood. "As the conversation grows, this community deserves credible information that's easy to find, trust and act on."
A brand film follows a mother navigating unsolicited advice
The centerpiece of the campaign is a film following a mother, Alice, and her daughter Sam, who has ADHD, as they're trailed throughout their day by characters representing "noise" — a judgmental fellow parent, a social-media influencer and an AI agent. The confrontations escalate through whip-pan camera shots at school drop-off, in the car and at the supermarket.
When Alice turns to Understood.org, the noise cuts to silence. The young actress playing Sam, Sophie Susskind, has ADHD and dyslexia herself, and the film's director, William Howe, also has ADHD. Licensed psychologist and Understood expert Dr. Andrew Kahn advised on the film's creative direction.
The rollout spans TV, radio and social media through October
The film will air across television, online video and radio throughout the month, backed by social, influencer and earned media efforts. It coincides with a broader visual and brand refresh developed with agency Ghost Note.
The campaign directs families to several free Understood.org tools: an interactive IEP Guide for Parents, a 13-show ad-free Podcast Network, an immersive experience called Through My Eyes, a fact-checking news studio called Understood News, and an AI-powered chat tool called Understood Assistant that draws answers only from the organization's vetted content library.
The film and brand platform were produced by Stagwell's Allison Worldwide in partnership with its creative studio, Sidekick.