The MSSNG Project

Background

Autism Speaks was getting ready to embark on one of its most ambitious projects ever, the sequencing of the DNA of 10,000 individuals affected by autism. The plan was to make the data available on Google's Cloud for scientists to examine in the quest for answers to the questions raised about the condition.

The problem was money. Autism Speaks did not have enough to pay for the sequencing. The challenge, then, was to create a brand identity, raise awareness and generate funds.