Rolling out through October for ADHD and Learning Disabilities Awareness Month, the “Less Noise, More Understood” campaign spans TV, online, radio, social and influencer

The campaign coincides with a brand positioning and visual refresh to better reflect Understood’s future

NEW YORK, Sept. 30, 2026 /PRNewswire/ — Parents raising neurodivergent kids face no shortage of information and advice, but the hard part is knowing what to trust. Today, Understood.org, a nonprofit that supports people navigating neurodivergence, launched its new brand campaign, “Less Noise, More Understood,” to help families cut through that noise and find clarity.

The campaign centers on a new brand film confronting the overwhelming volume of opinions, myths and misinformation families encounter while navigating ADHD, dyslexia and other forms of neurodivergence, positioning Understood.org as a credible, judgment-free resource.

The film will roll out across TV, online video and radio throughout October, timed to ADHD and Learning Disabilities Awareness Month, supported by a 360-degree social, influencer and earned media effort.

The larger campaign reflects Understood’s brand refresh, created in collaboration with the agency Ghost Note, which includes new positioning, language and visuals.

The growing noise

For over 10 years, Understood has been a trusted source for millions of families whose kids learn and think differently. In that time, conversation around neurodivergence has exploded.

But more conversation brings more noise; research found that 52% of videos about ADHD and 41% of videos about autism on TikTok are inaccurate or misleading.¹ This can have real consequences: One in four caregivers regret a health decision for their child based on conflicting information.² 

“‘Less Noise, More Understood’ captures something we believe deeply: No one should have to wade through misleading information and false claims just to find real answers to questions about their health and well-being,” said Nathan Friedman, co-president and chief marketing officer at Understood. “Social media mentions of ‘neurodivergence’ more than quadrupled between 2021 and 2025, and they’re still climbing. As the conversation grows, this community deserves credible information that’s easy to find, trust and act on. That’s why Understood exists. We get you, and help guide you.”

“Less Noise, More Understood” film

Parents of neurodivergent kids, especially moms, are often inundated daily with unsolicited opinions from others. And while everyone has an opinion, no one is accountable for the outcome except Mom and Dad.

The brand film personifies those unsolicited opinions as recurring characters (the “noise”) — showing up as a fellow parent at drop-off, a social-media influencer, and an AI agent — who literally follow a mom, Alice, and her young daughter with ADHD, Sam, through their day.

Sophie Susskind, the young actress who plays Sam, has ADHD and dyslexia. The film’s director, William Howe, has ADHD as well. Licensed psychologist and Understood expert Dr. Andrew Kahn guided the creative process throughout, so the depictions and emotions on screen stay true to the families it’s intended to reach.

• The noise that follows you: The characters appear in-frame through escalating whip-pans that build in speed and volume. During school drop-off and pick-up, while driving and at the supermarket, Alice is trailed by contradictory and false claims about Sam’s ADHD.
• Finding clarity: When Alice opens Understood.org and finds answers, the noise vanishes in a hard cut to silence. By the next morning, the noise is gone — leaving calm, clarity and a confident parent who no longer feels alone.
• The core promise: The film emphasizes Understood’s commitment to turning noise around neurodivergence into actionable information and tools that people can trust, all for free — grounded in research and built alongside over 90 clinicians, educators and parents, many of them neurodivergent themselves.

Turning noise into trusted support

The campaign points families to Understood’s free, expert-vetted resources, giving them a way to break through the noise:

• IEP Guide for Parents, an interactive guide that breaks down the Individualized Education Program process.
• Understood Podcast Network, featuring 13 ad-free shows exploring neurodivergent experiences.
• Through My Eyes, an immersive experience that takes people through the everyday life of kids with ADHD, dyslexia, and dyscalculia, plus resources to support them.
• Understood News, a dedicated news and content studio, which fact-checks and explains the latest headlines and social commentary around neurodivergence.
• Understood Assistant, an AI-powered chat tool that quickly provides tailored answers — drawn only from Understood’s expert-vetted content library.

The film and brand platform were created by Stagwell’s global communications agency, Allison Worldwide in partnership with Sidekick, Allison’s creative studio. Find the full list of credits for the film here.

Watch the film and explore Understood’s free resources at Understood.org, and follow @UnderstoodOrg across social.

About Understood.org

Understood.org is a 501(c)(3) nonprofit that helps people who are navigating neurodivergence find clarity and take the next step. We translate trusted knowledge about ADHD, dyslexia and other forms of neurodivergence into clear guidance, practical tools and community support for over 20 million people each year. Everything we do is grounded in research, informed by experts and shaped by lived experience. For more information, to donate or to partner, visit u.org/media and follow us @UnderstoodOrg.

¹ TikTok and Attention-Deficit/Hyperactivity Disorder: A Cross-Sectional Study of Social Media Content Quality
² The Caregiver Confidence Report: The Real-World Impact of Conflicting Health Information on Caregivers

 

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