Kaufland Polska and Fundacja Avalon launch neurodiversity awareness campaign

Kaufland Polska and the Avalon Foundation have launched a nationwide social campaign in Poland titled “Inny rytm to nie błąd. To nowa piosenka” (A different rhythm is not a mistake. It is a new song). Featuring musician Vito Bambino, the initiative aims to raise awareness regarding neurodiversity in schools, including conditions such as autism, ADHD, dyslexia, and Tourette’s syndrome.

Estimates suggest up to 500,000 neuroatypical children attend schools in Poland. The campaign seeks to provide parents, teachers, and school directors with better understanding and tools to support these students, moving away from viewing neurodivergent behaviors as mere behavioral problems.

A central component of the initiative is the “Pomarańczowy Telefon Wsparcia” (Orange Support Line), which offers expert advice to families and educators. The campaign, which runs until March 2027, includes a new single and music video by Vito Bambino, as well as various digital and radio advertisements.