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Viral film campaign raises ADHD awareness

A short film, produced by Janssen Cilag, aims to raise awareness of Attention Deficit Hyperactivity Disorder (ADHD) from a child's perspective
A short film – "Living with ADHD", produced by Janssen Cilag, aims to raise awareness of Attention Deficit Hyperactivity Disorder(ADHD). The film, which lasts for just over two-and-a-half minutes is filmed 'through the eyes of a child' and aims to give an insight into the day-to-day struggles for a child suffering from ADHD.

The film was created by global content marketing agency, Story Worldwide, on behalf of Janssen-Cilag. The film uses an interesting technique known as rotoscoping, whereby real actors are filmed and then various techniques are used to produce an animated effect.  

The producers chose rotoscoping for this campaign to give users a disorientated feeling – like that experienced by a child with ADHD. It is hoped that this campaign will spread virally, and by using this technique, the film has an added interest that may encourage viewers to share it and pass on the message.

The "Living with ADHD" film

Facts about ADHD

  • ADHD is the most common psychiatric disorder in children
  • ADHD is a neurodevelopmental disorder, not bad behaviour
  • Only 25 per cent of an estimated 437,000 children with ADHD in the UK receive a diagnosis
  • Early diagnosis is key to effective management of ADHD
  • Three core symptoms: inattention, hyperactivity and impulsivity, characterise ADHD
  • Boys are three times more likely than girls to suffer from ADHD
  • Between 50 and 60 percent of children with ADHD continue to experience symptoms into adulthood
  • In the UK, help is available from GPs and schools.

    • 14th June 2010

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