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The McCann Complete Medical Award for Innovation in Healthcare

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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

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.


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Key dates

Entry deadline 10th March 2023
Extended entry deadline 17th March 2023
(additional fee applies)
Judging days 4th, 5th and 19th
May 2023
Awards Ceremony 6th July 2023

Contact information:

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

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

Entry and dinner booking enquiries:
Charlotte Garnade
Tel: 01372 414253