SPARK has a goal: recruit 50,000 families for the largest genetic study of autism ever. We were brought on board to help define their brand and bring in participants. So far, we have been able to recruit people more cost effectively through social and digital than any other channel. Our approach was focused: establish a brand platform and bring it to life with a data driven performance campaign. The executions were unexpected and out of the box, combining humor, devotion, and hope. Multiple published papers have studied our results.