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Award for Patient-Centricity

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Winner

Stories That Never Stand Still: A Book Made for People with ADHD by People with ADHD

by Takeda
with support from Edelman


Summary of work

Teenagers with ADHD get labelled, and the labels aren’t good…they’re trouble, they lack concentration, they can’t stand still. From this negative starting point, the general approach is focused on teaching children to cope, as though that’s the best they can hope for, making ADHD diagnoses scary for parents and children.

Takeda believes in bright futures for everyone, so it wanted and needed to change this perspective. And what’s better than to ask these ADHD teens to tell their own stories? People who don’t have ADHD can’t possibly imagine what it’s like to live with the condition. It therefore wouldn’t be right for anyone else – other than the very people who are living with ADHD – to tell their stories.

With the aim to bridge the information gap for adolescents when transitioning to adult care and help parents and teachers/schools better understand the ADHD adolescents that they know, ‘Stories That Never Stand Still’ is designed to be a free, not-for-profit storybook full of real stigma-smashing stories about ADHD, as a celebration of what the brilliant ADHD mind can do – it is the only book out there which is created BY people living with ADHD ABOUT living with ADHD FOR people with ADHD.

Judges' comments

The Stories That Never Stand Still project was well-articulated, clear, creative and interesting. The entry talked to the judges on an emotional level and they really liked that it is breaking down barriers for those who are moving from childhood to adulthood. A difficult transition at the best of times, let alone for those with ADHD. A stand out winner.


Finalists

Multiple Sclerosis in the 21st century (MS21) - by Merck
with support from Cello Health Communications

I Am Number 17 – A Rare Disease Awareness Campaign - by Takeda UK
with support from Hill+Knowlton Strategies


PMEA Awards 2020

Key dates

Entry deadline 27 August 2020
Extended entry deadline 3 September 2020*
*additional fee applies
Judging Day 1 October 2020
Company of the Year Interviews 22 October 2020
PMEA Event 25 November 2020