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Astellas Award for Excellence in Patient Programmes

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Addressing the unique needs of children and young people with ADHD

by Aurora for Janssen

Summary of work

Attention deficit hyperactivity disorder (ADHD) is the most common behavioural disorder in the UK. Education for this particular patient group has some unique challenges due to the symptoms of the condition, which include a short attention span and being easily distracted. There are a number of myths and misconceptions associated with ADHD that are unhelpful for people living with the condition, preventing access to appropriate care and treatment, as well as impacting negatively on quality of life and self-esteem. The agency identified and addressed unmet educational needs across four clearly defined patient segments, developing a comprehensive range of materials that spanned digital and print formats. Resources were designed with specific patient needs in mind, with the aim of improving the understanding and management of ADHD. Experts have welcomed the tools as unique and important contributions to the care of people with ADHD.

Judges comments

All told, this was a great campaign that demonstrated real added-value to its intended patients. An in-depth understanding of the target audience and the impact of ADHD on daily life allowed for strategically relevant creativity to be applied to an innovative series of specifically measurable tools.


MyAsthma - by emotive for GSK


touch Patient Support Programme - by Atlantis Healthcare for LEO Pharma

Addressing the unique needs of children and young people with ADHD - by Aurora for Janssen

Psoriasis: Act. Stop Ignoring. - by Publicis Life Brands Resolute for Janssen UK

Winners in Pictures

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Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

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