Understood.org Launches “Less Noise, More Understood” to Help Families Navigate Neurodivergence with Clarity and Confidence
In an era when parents raising neurodivergent children are bombarded with an endless stream of advice, opinions, and often contradictory information, the nonprofit Understood.org has unveiled a new brand campaign designed to cut through the clutter. Dubbed “Less Noise, More Understood,” the initiative rolled out in October, coinciding with ADHD and Learning Disabilities Awareness Month, and represents the organization’s first integrated brand campaign. The effort spans television, online video, radio, social media, and influencer partnerships, all anchored by a powerful new brand film that confronts the overwhelming volume of myths and misinformation surrounding ADHD, dyslexia, and other forms of neurodivergence. At its core, the campaign positions Understood.org as a credible, judgment-free resource for the more than 20 million families it serves each year. With a fresh visual identity and a new brand positioning developed in collaboration with the agency Ghost Note, Understood is making a bold statement: while the conversation around neurodivergence has grown exponentially, the need for trusted, actionable guidance has never been more urgent. The campaign’s launch marks a significant moment for the organization, which has spent over a decade building a reputation as a reliable ally for parents navigating the often confusing landscape of learning and thinking differences.
The impetus for the campaign stems from a stark reality: more conversation has not necessarily led to better information. In fact, the organization points to research showing that a staggering 52% of videos about ADHD and 41% of videos about autism on TikTok are inaccurate or misleading. This deluge of misinformation has real-world consequences; one in four caregivers report regretting a health decision for their child based on conflicting information they encountered. Nathan Friedman, co-president and chief marketing officer at Understood, emphasized the gravity of the situation in the campaign’s announcement. “’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,” Friedman said. He noted that social media mentions of the term “neurodivergence” more than quadrupled between 2021 and 2025, and they continue to climb. As the public conversation expands, Friedman stressed that the community deserves credible information that is easy to find, trust, and act upon. “That’s why Understood exists,” he added. “We get you, and help guide you.” The campaign’s message is thus both a call to action and a promise: amidst the noise, clarity is possible.
At the heart of the campaign is a compelling brand film that brings the problem of unsolicited opinions to life. Parents of neurodivergent kids, particularly mothers, often endure a daily barrage of advice from well-meaning but uninformed individuals. The film personifies these opinions as recurring characters—the “noise”—who appear as a fellow parent at school drop-off, a social-media influencer, and even an AI agent. These characters literally follow the film’s protagonist, Alice, and her young daughter Sam, who has ADHD, through their day. The creative device uses escalating whip-pans to show the mounting pressure and contradictory false claims that Alice faces while driving, shopping, or simply navigating school drop-off and pick-up. Yet the film takes a sharp turn when Alice opens Understood.org. At that moment, the noise vanishes in a hard cut to silence, and by the next morning, clarity and confidence have replaced chaos. The film’s authenticity is bolstered by its cast and crew: Sophie Susskind, the young actress who plays Sam, has ADHD and dyslexia, and director William Howe also has ADHD. Licensed psychologist and Understood expert Dr. Andrew Kahn guided the creative process to ensure the depictions and emotions on screen remain true to the real experiences of the families the organization aims to serve.
The “Less Noise, More Understood” campaign is not just a standalone advertisement; it is part of a comprehensive brand refresh that reflects the organization’s evolution. Understood.org, which has been a trusted source for over a decade, collaborated with the creative agency Ghost Note to develop new positioning, language, and visuals that better capture the organization’s future direction. The refresh is designed to make the brand feel more modern, approachable, and aligned with the needs of today’s families. The campaign itself was created by Stagwell’s global communications agency, Allison Worldwide, in partnership with Sidekick, Allison’s creative studio. This integrated effort will roll out across a 360-degree mix of TV, online video, radio, social media, and influencer partnerships throughout October. By leveraging both traditional and digital channels, Understood aims to meet families where they are, whether they are scrolling through social media, listening to the radio, or watching television. The timing of the campaign is deliberate, capitalizing on ADHD and Learning Disabilities Awareness Month to maximize reach and impact. Through this multi-platform approach, Understood hopes to not only raise awareness but also drive tangible action, encouraging families to explore the free, expert-vetted resources available on its platform.
Central to the campaign’s promise of turning noise into trusted support is Understood’s extensive library of resources, all available at no cost. These tools are designed to provide practical, actionable help for families navigating the complexities of neurodivergence. For example, the IEP Guide for Parents is an interactive tool that breaks down the Individualized Education Program (IEP) process, a critical but often confusing part of securing educational support. The Understood Podcast Network features 13 ad-free shows that explore various neurodivergent experiences, offering insights and stories from experts, parents, and individuals. Another resource, Through My Eyes, is an immersive experience that allows users to step into the everyday lives of children with ADHD, dyslexia, and dyscalculia, fostering empathy and understanding. For those seeking to stay informed, Understood News serves as a dedicated news and content studio that fact-checks and explains the latest headlines and social commentary around neurodivergence. Additionally, the Understood Assistant is an AI-powered chat tool that provides tailored answers drawn exclusively from Understood’s expert-vetted content library. Together, these resources embody the organization’s core mission: to translate trusted knowledge into clear guidance, practical tools, and community support. By highlighting these offerings, the campaign reinforces that Understood is not just a website but a comprehensive ecosystem designed to empower families at every step of their journey.
The launch of “Less Noise, More Understood” is a significant milestone for Understood.org, reflecting a decade of growth and a deepening commitment to its mission. The campaign and accompanying brand refresh were carefully crafted with input from over 90 clinicians, educators, and parents—many of whom are neurodivergent themselves—ensuring that the organization’s approach is grounded in research and lived experience. As the campaign rolls out, it aims to shift the narrative from confusion and doubt to confidence and action. For families who have long felt isolated or overwhelmed, the message is clear: they are not alone, and help is just a click away. Understood.org, a 501(c)(3) nonprofit, continues to serve as a beacon of reliable information, offering support to millions of people each year. The organization invites everyone to watch the film and explore its free resources at Understood.org, and to follow @UnderstoodOrg across social media platforms. In a world where noise is inevitable, Understood is proving that clarity, understanding, and trustworthy guidance are still within reach. This campaign is more than just an advertisement—it is a lifeline for families navigating the often turbulent waters of neurodivergence, reminding them that amidst the cacophony of opinions, there is a place where they can be truly understood.