Introducing Neurodiversity in Media (NDIM), and the 4S manifesto

Welcome to NDIM, and to our site (well, Substack). With all of us working together, we can create better working environments for neurodiverse talent... and for all!

Firstly, thanks for clicking on this link, or subscribing or just seeing this. It is clear that there is an appetite for industry talent, or those who are neurodiverse, to want to feel included, to feel like they can not only work and survive, but thrive in working environments designed for ‘typical’ brains and ways of working.

Firstly, introducing NDIM

Neurodiversity in Media (NDIM) was born to identify a growing and often not addressed issue in an industry which is predicated on reaching engaging different eyeballs, hearts and minds through its advertising.  

Let’s focus on those minds who deliver the work for a moment.

1 in 7. Up to 20%. Let’s say 15% neurodivergent.

As fantastic as so many DE&I initiatives are, including mental health related ones, they do not always cover the neurodivergent. This isn’t a moving target or initiative, this is an entrenched human style to consider, hence a call to arms, a manifesto to transform the way you engage with your talent.

Neurodiversity is the collective term for all the lovely brains, neurodivergent of neurotypical. So neurodiversity considerations help everyone.

We believe what is good for the hive is good for all the bees!

Of course it could easily become Neurodiversity in Marketing, but we are conscious to stay true to the industry which is about specifically understanding and reaching audiences, and employs such a cross discipline of talent. We have engineering, planning, client service, analytic and creative talent. It is a unique industry that commands a new way of embracing all these types of talent and makeups!

The 4S Manifesto

The starting point, this is from which the NDIM thing partly sprung, and a way to bring this important recognition and then conversation and action to life. The 4S Manifesto, was delivered to a room of media industry leaders from agencies, publishers and vendors in April 2023.

A simple checklist, easy mnemonic or mental framework to consider when you are building things out of your neuro-inclusive workplace. By thinking about the areas where our varied selves can truly thrive, here is a mental framework which can be delivered, your 4 S’. Systems, Safety, Spaces & Support. Written with consideration of what other neurodivergents want, it broadly falls into 4 areas that we’d love. Better Systems, friendly, supportive Spaces, a feeling of unmasked or environment fuelling Safety and ongoing Support… Check it out here..

1. Systems created to enable acceptance of the ways of working, the sense check and acceptance of the brilliant work from the dyslexic strategist who shouldn’t be reprimanded at because of seemingly incorrect work, or the autistic colleague who does not deliver the work as you expected, or perhaps leaves the camera off as social cues can be difficult. Or perhaps its the ADHD colleague off script in the pitch, as with their brain wired differently, they may intuitively sense what is right for client at that point. Think about how you set up a world for them to thrive..

2. Spaces, this is actually the cool bit! Spaces for them to work. From noise cancelling headphones and call booths to sensory experiences, or something as simple as having a helpline or backup support slot. Space to let people be themselves. Remember a lot of mental health problems come from undiagnosed or unrevealed/suppressed conditions. For example, I thought I had anxiety and depression since 2018 but it turns out that just maybe, it was ADHD after all. 1 in 7 remember.

3. Safety. Safety to feel like it is ok to own their difference and not have to mask, which causes further stress. A safe space to be themselves, to not be shamed for being who they are. There are many who do not share their condition and continually mask. What if you could create safety, and proactively encourage communication of their condition, which in turn makes for better understanding of each other, and work all round?

4. And most of all, Support so people feel they get the help they need and can open up. It is 2 way. The person suffering needs to share their issue for them to be helped but needs to be comfortable to do so. A supportive environment, which sometimes is reactive, could look like a weekly check in clinic, a helpline, or just a tea or coffee.

Our Plan

We want to (eventually) get 85% media associated organisations : agencies, vendors and companies to be part of the ND conversation, to acknowledge, consider and hopefully implement the 4S manifesto or similar. We are not a regulator, nor HR transformation consultants, but neurodiverse community who just wish we’d had a better environment, so want to turn experiences to good now. We will only achieve this though through spreading the word, by outreach, word of mouth, encouraging not brow beating, and enabling thoughtful conversations. By considering Systems, Spaces, Safety and Support, those 4 S’ reviewed, or at least acknowledged. can only make things better.

Takeaway Question - how can you improve your media workplace for ND talent?

So we implore you all, in the next 12 months, to get started on those Support, Systems, Safety and Spaces into your workplace. …

Don’t typecast, don’t assume, just start an open dialogue, afford people these opportunities to speak of their patterns, and their preferred way of working, and what kind of systems, spaces, safety or support they would like.  As a result, it’s a win for everyone, for the unlocked potential of (at least) 15% of your staff, and a pool of talent with potentially unique, exceptional analytical or creative skills, which of course leads to better business results, in a time where being human really matters. And supporting each other, neurodiverse or not; we truly believe that what is good for the hive is good for all the bees!

We are here to help and inspire workplaces make the best possible changes for their ND talent, but we are here for everyone. We will share stories, human experiences, ideas, conversation.We all need each other for great work, which is ultimately what your businesses want!

Si & Jaz, & the NDIM squad

To support NDIM, get involved, please subscribe and share our posts, and follow us on LinkedIn. If you want to get involved, we are here to listen and for discussion. Please do get in touch by email reply. If you want to contribute, we are all ears/eyes/[insert preferred communication style]