The McCann Complete Medical Award for Innovation in Healthcare

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

This was a genuinely innovative 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. Innovation was carried on through every element of the campaign.