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Using subway billboards to physically demonstrate social distancing (each enclosure is more than 2 metres from one another) and at the same time driving this message across public transit, currently in use by essential workers daily, we wanted to use existing media assets to deliver a critical message from an unlikely source. What's interesting is that this is a message from the Geneva Centre for Autism, during April, which is Autism Awareness Month. Autism is a lifelong struggle to overcome social distancing, so the shift today to encourage this practice is an interesting thought exercise when considering what it means for this community.