Story Worldwide, the global content marketing agency, has partnered with Janssen-Cilag Ltd, one of the world’s leading pharmaceutical companies and subsidiary of Johnson & Johnson to create the first new media awareness campaign created by Janssen-Cilag UK – an animated film called “Living with ADHD.”
Story Worldwide developed the campaign for Janssen-Cilag to provide clarity around the condition. The subject is tackled head-on, by shooting the film through the eyes of a child with the condition. Using a creative technique called rotoscoping (where the animated film comes to life as an animation by ‘painting over’ footage of actors), the viewer feels emotionally involved.
The film blends scenes of the child’s day, including sitting at the kitchen table with their parents, with educational facts that dispel previous misconceptions of the condition. Part of a strategic and targeted awareness campaign, the film is aimed at those who live with or treat the condition on a daily basis, such as parents, children, teachers and healthcare professionals.
Seeking to challenge the misconceptions, the film is a visual information tool designed to prompt social interaction and discusses issues surrounding ADHD via social media or healthcare forums. The development of the film was led by Jon King, UK Managing Director of Story Worldwide.
Jon, who has a child with ADHD, wanted to change people’s perceptions of the condition, by vividly bringing to life what it’s like to actually have ADHD. Drawing on personal experiences and having interviewed a range of patients, parents, doctors and teachers – the film is shot through the eyes of a child with the condition, showing the problems they can face at home and at school.
King explains, “ADHD is a widely misunderstood genetic condition that governs the uptake of neurotransmitters like Dopamine that affects behaviour. It’s hard enough for families to manage the condition as it is, without the ill-informed criticism they sometimes face. Kids are often condemned for what is unintentionally disruptive behaviour.This doesn’t do anyone any good.
“It was really important to me that it addressed the truths and demystified the stigma associated with ADHD once and for all. The film’s been designed to kickstart a proper debate about the condition, as part of a wider integrated communications programme, and does it in a way that’s fun and interesting to watch – so that parents, teachers and doctors can help make sure that children with ADHD get the help and support they need. Hopefully, we’ve achieved that.”