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The Judges' Special Award for Innovation in Healthcare Communications

Sponsored by Inventiv

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Finalist

ADHD Experience Maze – inspiring empathy and building internal ambassadors in ADHD

by Just:: Health Communications for Shire


Summary of work

In ADHD, an area of low understanding and empathy, Shire embraced their brave values and developed an emotive, interactive experience to immerse internal stakeholders in the journey of a child with ADHD and build awareness of what it’s really like to live with the disorder. Using insights gathered from pan-European ethnographic research into the everyday lives of caregivers of children with ADHD, a series of rooms were constructed to form an experiential maze in the Shire headquarters. Each room of the maze was designed to help participants experience every stage of a child’s journey with ADHD, through the eyes of a caregiver. Throughout the course of European ADHD Awareness Week, Shire colleagues were invited to explore the maze and experience the same challenges and emotions faced by people with ADHD. After taking the journey, they emerged into a large classroom in the middle of the maze, where on one day a ‘Real Perspectives’ lunch and learn session was held with a multidisciplinary expert panel to provide a complete picture of the realities of ADHD. The maze was attended by more than 220 visitors (85% of employees onsite) and 100% of participants stated they had an increased understanding of the disorder.

Judges comments

This was a very effective and experiential way of delivering internal education and helping staff to empathise with a difficult to understand disease.

Winner

Decisions in Time - by emotive for Novo Nordisk


Highly commended

Getting Straight to the Point - by Biosector2 for Novo Nordisk


Finalists

HaemophiliaLIVE 2013 - by Bedrock Healthcare Communications for Novo Nordisk

ADHD Experience Maze – inspiring empathy and building internal ambassadors in ADHD - by Just:: Health Communications for Shire

National Blood Week 2013: Know blood give blood - by The Red Consultancy for NHS Blood and Transplant


View the Communiqué Awards 2014 Photos


Sponsors

Behind the Judging: Communiqué Awards

Behind the Judging: Communiqué Awards
Find out what the chair of judges Anna Korving, senior judges Sarah Matthew and Annabelle Sandeman and previous award winners Paul Tanner, 90TEN and Emma Reynolds, Cohn & Wolfe; have to say on how the judging process works, what the judges focus on, tips on what helps and what distracts within an entry and get insights into how previous winners have created that stand out submission.