Attention-deficit/hyperactivity disorder (ADHD) has become one of the most commonly diagnosed childhood disorders today. Exactly how common? In a group of nine kids, chances are that one of them has already been diagnosed. Although ADHD diagnoses are on the rise, research shows that a bike ride a day can help such kids slow down their racing minds and focus. To convey this to the public, the Specialized Foundation, an offshoot of bicycle brand Specialized that touts cycling’s positive effects on health and well-being, enlisted San Francisco, California–based ad agency Goodby, Silverstein & Partners to create a fast-moving film. By taking to the streets on their bikes, the kids in the film break the frustrating cycle of ADHD.
The&Partnership cooks up a poster campaign that entices viewers with tasty fare.