Affecting approximately 6.8% of adults globally (Forbes, 2023) with a 400% increase in those seeking a diagnosis (The ADHD Foundation) attention-deficit/hyperactivity disorder is becoming a widely discussed condition, impacting millions. However, an often-overlooked aspect of ADHD is its prevalence in those with learning difficulties, clinically referred to as Intellectual Disability (ID). Alarmingly, 1 in 5 individuals with ID also grapple with ADHD, creating an exceedingly challenging situation for these patients.
To shed some light on this niche area of the condition, we partnered with Bhathika Perera of UCL to produce a comprehensive animation outlining this unique combination of conditions, their affect and the benefit of diagnosis.
The figures surrounding this project were just jaw-dropping. Not only was this animation a great creative exercise, but it also solidified video and animation’s importance in easing the diagnosis process and making underrepresented conditions known.
Quint Boa, Synima Founder
This animation was produced against a backdrop of a very turbulent healthcare system. In the UK, wait times for treatment are at an all-time high (averaging around 58 weeks) which proves especially detrimental to those suffering from ADHD & ID, where urgent support is needed and on an ongoing basis.
The growing issue of wait-times and a general lack of prior information made available to the public on the subject guided the production of the animation. Thus, we needed to create a comprehensive animation which could be understood by patients and physician alike. We centered our approach around three core pillars:
The patient
What would someone with ID and ADHD experience?
The Treatment
Any possible medication and psychological strategies to ease symptoms?
The Difference
Once treatment is received how does life change?
The animation focuses on the character ‘Sam’ and how diagnosis of ADHD within someone with an intellectual disability can positively impact their life.
Joe Grimsdale, Lead Animator and Creative
To ensure the content was accessible to an audience of those with ADHD and ID (alongside a wider audience of carers and physicians), it was imperative the video was made bite-sized and easy to understand. 2D animation was ultimately chosen as the right medium, through clear imagery and a character-led narrative, topics surrounding the condition were able to be bought in gently with the character acting as a consistent anchor to ensure the script flowed fluently and was relatable.
Making use of gradients, blurring and shadows, we’ve softened the visuals of the animation and brought a more relatable feel to the 2D scenes & characters through a more realistic lighting approach.
Joe Grimsdale, Lead Animator and Creative
Animation’s ability to be easily adapted to various platforms and formats proved vital in the animation’s rollout. Engineered for web, social media and physical presentation, the project has been seen by a variety of individuals ranging from healthcare professionals, concerned family members and those who suffer from ADHD in ID, all of which contributing to breaking the stigma and raising awareness of the conditions.
So far, the animation has been a huge success and is a testament to video and animation’s intrinsic ability to communicate complex subjects, specifically within the healthcare sector.
To learn more about we can bring life to healthcare comms, feel free to contact us at hello@synima.com.
