Finalist
Staring Back at Me
by Burson on behalf of Takeda UK
Summary of work
Despite growing awareness of ADHD, women and non-binary people are still being left behind; fighting a silent struggle and battling misunderstanding and stigma. This is especially true in the workplace where they are forced to hide their ADHD out of fear of discrimination or negative impact on career progression.
Born from this stark reality, the Staring Back at Me campaign partnered with a Saville Row Tailor and illustrator to design suit jackets that represent the hard reality of ADHD in UK workplaces. On the outside, they look like any other suit jacket but the linings inside tell the raw, unfiltered stories of the ambassadors living with ADHD and the challenges they face.
Judges’ comments
‘Staring Back at Me’ is a much-needed, well-executed and hugely impactful campaign combining powerful data with a creative platform. The concept of the suit jacket is simple yet successfully brings to life something intangible. The content is beautiful and the video stood out to the judges.
