Johnson & Johnson: Adhd Symptom Stamps [video]

Credits & Description:

Titile: Adhd Symptom Stamps
Agency: Medulla Communications
Brand: Johnson & Johnson
Country: India
Advertising Agency: Medulla Communications, Mumbai
Entrant Company: Medulla Communications, Mumbai
Media Agency: Medulla Communications, Mumbai
Pr Agency: Medulla Communications, Mumbai
Production Company: Medulla Communications, Mumbai
Director, Pharma: Mr. Apurva Parikh (Medulla Communications Pvt. Ltd.)
Managing Director: Mr. Praful Akali (Medulla Communications Pvt. Ltd.)
Visualiser: Ms. Nisha Desai (Medulla Communications Pvt. Ltd.)
Chief Creative Officer: Mr. Amit Akali (Medulla Communications Pvt. Ltd.)
Senior Specialist, Medico-Marketing: Ms. Tanvi Parkar (Medulla Communications Pvt. Ltd.)
Creative Supervisor, Copy: Mr. Padmanabhan Nair (Medulla Communications Pvt. Ltd.)
Creative Director: Mr. Vinayak Shinde (Medulla Communications Pvt. Ltd.)
Creative Supervisor, Art: Mr. Ajay Takalkar (Medulla Communications Pvt. Ltd.)
Strategy:
While planning the Indian launch of Concerta, we realised that though the prevalence of ADHD in India was 11.3%, the market size was relatively negligible. Conversations with specialists that treated ADHD – developmental paediatricians/child therapists/psychiatrists demonstrated that
Campaign Description:
We realised that several fairytale characters show symptoms of ADHD – we just needed to point them out to parents. Did the hare lose because he lost focus? Was Cinderella forgetful? Was Pinocchio hyperactive? So did we create new films or storybooks? No, instead, we created a cost-effective, scalable new medium: ADHD Symptom Stamps.30 one-dollar, readily available fairytale books were selected and transformed into ADHD fairytales with simple 50-cent rubber stamps. The hare teased the tortoise? We stamped “Verbal Aggression”. He fell asleep? That’s “Lack of Focus”. Each book received 4-5 of 9 such stamps. Mini-libraries were created in paediatricians' waiting rooms where parents could entertain children during the average 1-hour waiting period. The last page of each book explained ADHD as the possible reason behind ‘your child’s naughtiness/poor academic performance’, listing 9 key symptoms of ADHD and ending with a nudge to the doctor.
Outcome:
Through ADHD Symptom Stamps, parents realised that ADHD could be the reason behind their child’s perceived naughtiness/poor academic performance and got an opportunity to resolve any concerns on their child’s behaviour. Paediatricians became a new channel to funnel likely ADHD patients to specialists. In the pilot, all paediatricians were excited by the activity and over 1,000 kids were identified each month, allowing us to scale-up the activity to 10,000 clinics, targeting the identification of >200,000 likely ADHD patients in the first year itself. All this at an estimated cost of
Execution:
Initially, the activity was planned and conducted in 100 paediatrician clinics as a pilot project from February 2016 to April 2016. However, with 1,000 likely ADHD patients being identified each month and deeply positive responses from parents and paediatricians, it was decided to scale up the activity to 10,000 clinics across the country. With the Indian Association of Paediatricians (IAP) data stating the presence of 25,000 paediatricians in the country, the intent is to ensure that the top 40% of these clinics are covered.
Audience:
ADHD is typically found in children aged 6-11 years. So, we targeted their parents who could identify ADHD symptoms. To deliver the message efficiently, we utilised the waiting area of paediatricians– parents could check with their trusted paediatrician if they identified the symptoms and then be recommended to a specialist.
Synopsis:
1 in 10 children aged 6-11years in India have Attention Deficit Hyperactivity Disorder (ADHD) but it goes undetected since the diagnosis isn't taken up as a responsibility by parents, paediatricians or specialists: Parents miss noticing ADHD in their children since the symptoms hide behind everyday behaviour like lack of focus, aggression, excessive talking, etc. Paediatricians meet children regularly but don’t have the time to watch out for symptoms or educate parents. Specialists like developmental paediatricians/child therapists that treat ADHD patients, only meet children already suspected of ADHD.Johnson & Johnson’s Concerta – one of the world’s leading brands in ADHD– launching in India decided to plug this gap to scale up the category significantly.
Brief with projected outcomes:
In India, prescription drugs can’t be promoted/advertised directly to patients/ consumers in any format/circumstances. However, unbranded disease/category awareness/education campaigns can be utilised for category building. These unbranded campaigns can carry company logos and can be linked back for doctors through branded communication, if required.