The “Red String of Fate” is a symbol of connection between mother and child. By showing how the stresses of undiagnosed ADHD were breaking that bond, we were able to introduce the idea of an “Unbreakable Red String” – a bond that could not be broken.

In addition, we interviewed mothers whose children had been put onto ADHD medication – and used their stories to encourage those who had yet to take the step of diagnosis.

We partnered with “enfant” magazine, a premium family and lifestyle publication to promote the story of ADHD in our children.

We ran ads in the March 24th issue of the magazine as well as a bespoke page on their website:

Enfant Web campaign special website (March 24 - April 22)

http://enfant.living.jp/sp/1703adhd

This was linked to Eli Lilly’s own unbranded ADHD site:

Japan Eli Lilly ADHD website for parents and children (March 24-Current)

https://adhd.co.jp/kodomo/honne/

Since campaign launch, 143,562 people have taken their child to see a Specialist after visiting our website.

Since campaign launch, 143,562 people have taken their child to see a Specialist after visiting our website.