ADHD Childhood
Branding an unbranded campaign
I know. It sounds like a joke.
How can you possibly expect anyone to buy a product when there is no mention of it on the site? Branded marketing materials understandably focus on the product being sold. Unbranded marketing is based on the understanding that information-gathering is an important step in a patient’s journey. People suffering with undiagnosed ADHD symptoms often do not realize that life can be easier with symptom management. Without knowing that their struggle could be resolved, they don’t look for a solution. If they aren’t looking for a solution, the efforts of the branded materials are a complete miss for this audience.
Enter the unBranded website: ADHD Childhood
ADHD Childhood. A tidy and playfully-branded site providing helpful and interesting information in bite size chunks served up specifically for parents of children who might be suffering with ADHD symptoms.
The Patient Journey
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Health care providers were given informational brochures to provide their patients a resource to learn more about their new diagnosis of ADHD.
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The brochure led them to the filled with straight-forward information, tips and tricks, and answers to questions.
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They found adorable videos with all-to-familiar scenes that helped both caregiver and child accept their child’s diagnosis.
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In addition, pdfs were available to download on a variety of topics that might pertain to their specific situation.
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After learning more about ADHD, the patient returned to their doctor for an informed conversation about how to treat ADHD symptoms.
Campaign branding
ADHD Childhood’s main focus was to create a comfortable place for parents to find information about ADHD to better understand their child and find resources to help their child along their path. I did this for this audience by choosing color combinations and graphic elements that represent energy, whimsy and a touch of chaos. I chose to show less playful imagery and decided to mute the colors slightly to evoke the frustrated and insecure feeling that come along with dealing with ADHD symptoms.
