Pan-European launch for Intuniv, a new ADHD medication developed for children and young adults. The first three are concepts, which gauged the reactions of GPs and HCPs in focus groups, the product name, and the manufacturer was deliberately covered up. The fourth was when all was revealed. Don't know why they did that, a bit of theatre I suppose.
This was about the mundanities of everyday life, which can seem tedious at times. But for the parents of a child with ADHD a humdrum, uneventful life is what they dream of.
Another element of the brief was to devise a stand-out piece of DM, targeting GPs at back to school time, which young ADHD patients find particularly stressful after the long summer break and settled routine.