ADHD SYMPTOM STAMPS

TitleADHD SYMPTOM STAMPS
ClientJOHNSON & JOHNSON
Product / ServiceCONCERTA
CategoryE02. Pharma, Vaccines & Biotech aimed at Non-Healthcare Professionals
EntrantMEDULLA COMMUNICATIONS Mumbai, INDIA
Idea Creation MEDULLA COMMUNICATIONS Mumbai, INDIA

Brief Explanation

1 in 10 Indian children have ADHD but diagnosis is missed since the symptoms are often overlooked. We realised that several fairytale characters show symptoms of ADHD–we just needed to point them out. But we didn’t create new films or storybooks. Instead, we created a cost-effective, scalable new medium: ADHD Symptom Stamps. 30 one-dollar books were selected and transformed into ADHD fairytales with simple rubber stamps. The hare teased the tortoise? We stamped “Verbal Aggression”. He fell asleep? That’s “Lack of Focus”. Each book received 4-5 such stamps. A small-scale solution – mini-libraries, were created in paediatrician waiting rooms where parents could entertain children during the long waiting periods. The last page of each book explained ADHD, listing key symptoms and ending with a nudge to the doctor. The activity was piloted in 100 clinics–with 1,000 likely ADHD patients being identified monthly–and is now being scaled up to 10,000 clinics.

Credits

Name Company Position
Mr. Praful Akali Medulla Communications Pvt. Ltd. Managing Director
Mr. Amit Akali Medulla Communications Pvt. Ltd. Chief Creative Officer
Mr. Vinayak Shinde Medulla Communications Pvt. Ltd. Creative Director
Mr. Ajay Takalkar Medulla Communications Pvt. Ltd. Creative Supervisor, Art
Mr. Apurva Parikh Medulla Communications Pvt. Ltd. Director, Pharma
Ms. Tanvi Parkar Medulla Communications Pvt. Ltd. Marketing Consultant
Mr. Padmanabhan Nair Medulla Communications Pvt. Ltd. Creative Supervisor, Copy
Ms. Nisha Desai Medulla Communications Pvt. Ltd. Visualiser