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Raising Awareness for the Institute of Neurodiversity

Audience Reach:


Our impactful strategy touched the screens of well over half a billion people globally.

Article Reads:


With this many committed article reads, our content didn't just attract eyeballs - it retained attention


75 articles

Successful outreach to Tier 1 media led to multiple articles being written, citing the client, over a one month period.

Media Highlights:

  • Financial Times Main Paper 

  • BBC Newsday


  • Raconteur​

  • Forbes​

The Challenge

The Institute of Neurodiversity (ION) envisioned a world where neurodivergent individuals are celebrated and empowered.


Tasked with ION's launch in the UK and Swiss markets, Material Impact was commissioned to raise awareness of the discrimination faced by neurodiverse individuals and secure coverage in industry-specific trade press with a focus on financial services. 

Our Solution

In collaboration with ION, Material Impact pinpointed key areas of discrimination and engaged national and trade titles across each sector.


Our campaign, which caused a 40% rise in neurodiversity coverage compared to the previous period, changed the narrative from 'curing' neurodiversity to embracing it, inspiring hundreds to share their neurodiversity stories, often for the first time, both publicly and privately. 

The Outcome

The campaign achieved notable success, being selected as LinkedIn's "news today" story and drawing unpaid participation from BBC Dragon Touker Suleyman.


We secured direct coverage in leading publications including full page profiles in the Financial Times, BBC Newsday (the largest radio breakfast show in the world by audience size),, Raconteur, Financial News and Forbes. 

The ION grew to thousands of members in the weeks during and following the campaign.

Tier One Media Coverage:


The Institute of Neurodiversity ION was successfully featured in numerous outlets, including:

The Financial Times main paper ran a full page profile on Charlotte Valeur, the launch of the Institute of Neurodiversity ION and her objectives for the organisation.

Charlotte Valeur's radio segment (below) was republished to the BBC website.

Live for the largest global audience of any radio breakfast show, Charlotte ably presented on neurodiversity, the objectives for the new organisation and her own experience of neurodiversity, in and outside of work.

Addressing the business case for employing neurodiverse people to an audience of entrepreneurs, c-suite and HR professionals across industries globally.

Valeur interviewed for this major national title, securing coverage on the launch of the ION and its objectives as well as her experiences of neurodiversity.

Cited in an article alongside Richard Branson, Charles Schwab, Elon Musk and others, Charlotte's personal experience of workplace neurodiversity were retold to new audiences around the world.

Charlotte's Financial Times profile featured in the LinkedIn News spotlight, featuring comment from those who had seen the article, including Material Impact's own staff and BBC Dragon's Den Touker Suleyman.

Published an extensive article encapsulating Charlotte Valeur's personal and professional experiences with neurodiversity leading to the launch of the ION. 

+ 67 more outlets


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