Like Toy Soldiers (2022)

Caregivers have no capacity for themselves. In their world, everything they do revolves around someone who needs them most.

Like most caregivers, toy soldiers are perceived by children to be strong and unbreakable. On the contrary, they are powerless, lack a sense of control and are easily replaceable.

In targeting high-risk child ADHD caregivers (parents included), this integrated campaign hopes to normalise the impacts of caregiver strain through the motif of toy soldiers and have them seek help through the disguise of damaged toy replacements in exchange for momentary time-outs.

So caregivers won’t have to feel guilty for prioritising their health.

Out-of-home advertisements will be featured near homes of child ADHD caregivers for strategic targeting.

This was a mock entry executed for the 21GRAMS brief of D&AD New Blood Awards 2022.

Role: Art Direction, Copywriting, Graphic Design.