Excellence in Digital Communications and Customer Engagement

Summary of work

Attention deficit hyperactivity disorder (ADHD) is the most common behavioural disorder in the UK. Client and agency clearly defined two significant unmet needs for people living with ADHD: parents needed help to get the most out of consultations with their child’s doctor and older children and young adults needed help with organisation and prioritisation of daily tasks. ‘How’s today been?’ and ‘Sorted: The daily organiser’ are two apps that directly address the needs of these specific audiences. The agency worked with experts in both ADHD and motivational design to strike the right balance between the functional and motivational aspects of the apps, given the limited attention span of people with the condition. Both apps used creativity and innovation to great effect and both exceeded their usage targets. Clinicians and people living with ADHD continue to recognise these tools as making a unique and important contribution to the care of people with this condition.

Judges comments

Here we saw evidence of really good understanding of a specific patient population and very clever thinking. It’s obvious that they really worked hard to understand the ADHD brain and the problems of people using the app to make it as easy as possible to use.