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Autism awareness: when you can "be disabled and work in advertising"

Four of the seven "creatives" with autistic disorders at Atypic. From left to right: Justine, Rémi, Guillaume, Pierre. © Frederick Frambot

Text by: Louise Huet

6 min

Within Atypic, we shake up the codes. This unique advertising agency is located in an establishment or service of assistance through work (Esat) of Hauts-de-Seine. Here, independent advertisers and employees with autistic disorders work hand in hand. On the occasion of World Autism Awareness Day on April 2, interview with Frédéric Frambot, director of this unique agency.

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RFI: What is Atypic? And how is this initiative atypical?

Frédéric Frambot : Atypic is a structure linked to an Esat, a medico-social establishment that employs and pays disabled people who are able to have a job, but not fit enough to be employed in the ordinary environment. And the association Les Papillons Blancs de la Colline, which works with disabled people, administers ESAT. Our communication agency launched in early 2022, and it is composed of "neuro-atypical creatives", that is to say people with mental disabilities, the majority of them high-functioning autistics. At Atypic, there are seven in this case, all between 25 and 33 years old, with quite different statuses: two have the status of disabled worker, four are on work-study contracts, then one is self-employed. They all work in tandem with independent advertisers from the communication industry. In terms of operation, there is not really a typical day. But they need ritualized and regular things, so we sanctify Monday: we try to meet all at the headquarters of the White Butterflies in Saint-Cloud to take stock of the communication projects in progress and distribute the work. The main thing for them is to be fit, to have the conviction to be useful and to contribute to society.

Concretely, how do you adapt to the specificities of your employees with autism?

We manage to determine the skills of each, and we adapt accordingly. For example, Guillaume, 32, has trouble with transport, he only comes to the headquarters on Mondays and the rest of the time prefers to work from home. I know he's very good at graphic design and needs written instructions. So when I have a job to give him, I take the time to write the briefs, to reformulate certain information. I also know that Justine, one of our work-study students, needs a real lunch break and likes to go to restaurants. It's the same for Pierre, he has to walk for an hour at noon, he is not too much in the morning but is much better in the evening. These are small adjustments to assimilate so that they can evolve serenely. After, it is sure that there are days more complicated than others. You have to know how to always listen and arm yourself with patience ... But there is a whole panel of professionals from the association who are present to help us.

For you, the social integration of autistic people goes through work? Is this your hobbyhorse?

Yes. Only a tiny minority of autistic people have a job, because we do not take the time to understand their abilities and how to adapt to them to make work in the workplace accessible. Our mission is to change the way the rest of the world looks at them. We know them. It's an absolute joy to work with them, because they have this unfiltered side, we laugh. It's pure human. Now we want to tell their story. We want to prove that they are creative, like the others, and that they can fit into the ordinary world. On top of that, they have the ability to invent, to find concepts, to take us on grounds that we had not even imagined. They know how to follow an instruction, they master digital tools, computer coding... So one of my absolute pleasures is to go to advertising agencies, to talk about what we do within Atypic, and especially to demonstrate that it is possible: we can be disabled and work in advertising. And this is not cheap creation, on the contrary, we are even extremely proud of the work we do!

When we think of a communication agency, we rather have in mind a rhythm at a mile per hour, but at Atypic, it seems to be quite the opposite. Why did you decide to launch an agency focused on advertising and not on anything else?

It is the story of an encounter. I was a publicist for 30 years, then I decided to make a conversion. During my training, I met the general manager of the White Butterflies. He spoke to me about the need to modernize ESATs, as their audience is younger and younger and they tend towards digital and creative professions. So, we turned to communication in a fairly natural way. But we agree that an abyss separates the world of advertising and medico-social. That's why this step aside is interesting. With this initiative, not only do we want to give work to young adults with autism, but we also show that the relationship to stress and professional demands can be quite benevolent and listening. When you work with talents like these people with autistic disorders, you agree to take a little more time, without being less competent. It gives a rather incredible dimension to the very particular profession of advertising.

And can you convince external customers?

We are still a very young structure, we are just starting out. Since the beginning of this year, the projects have arrived, mainly from the medico-social sector. It remains for the moment in this microcosm, but we try to develop elsewhere, always without imperative, without stress. One of our latest projects concerns the Maison de l'Autisme, which will open in Aubervilliers in a few days. We had participated in a call for projects to make the logo and the graphic charter, and we won. We were competing with reputable consulting and design firms, so it was a huge source of pride for all our creative people with disabilities. It was also proof that we should not be afraid of the world of disability. There are still many things to do about autism in France. There is a lack of places everywhere, money, means, awareness of what autism really is... But with little ideas like that, you help build the edifice. We just have to accept a little more the difference of others, to get rid of our prejudices, and to understand that they are just as capable, in their own way.

► Read also: Ingrid Dordain, the struggles of a mother to raise awareness of autism

► Also listen: Africa report - In Tunisia, NGOs try to change mentalities around autism

► Read also: Autism: why access to employment remains difficult?

► Also listen: Putting Health First - World Autism Awareness Day

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