ADHD Unstuck: Product Launch & Campaign

ADHD Unstuck is a self-guided (and completely free) web tool created by Understood.org to help interrupt mood dysregulation in women with ADHD . Its scientifically-backed design effectively guides the user towards simple wins in just under 10 minutes. The launch of the webtool happened mid-January 2026 and the promotional campaign is currently running digitally through Meta, Reddit, and Google.

Look & Feel

My work first focused on establishing a unifying look & feel that aligned the web tool to the launch campaign (applicable to future internal and auxillary communication elements). We established a primary color palette that features richer color tones, light beige, millennial pink and bright scarlet color to emphasize attention. Blue tones were used for copy and contrast/accent colors.

We used caution when using pink as to not overly “pink wash” the campaign or present the material in a “baby” aesthetic.

The webtool was upgraded from light pastel colorway and illustration-based imagery to richer and brighter tones in combination with black & white photography reflecting our audience with expressive linework as a narrative tool.

Old webtool design used softer pastel colors and illustration style which felt disconnected from the tone and audience

Old webtool design used softer pastel colors and illustration style which felt disconnected from the tone and audience

The updated version brought together richer color tones, black and white photography with expressive linework and shapes.

The updated version brought together richer color tones, black and white photography with expressive linework and shapes.

Video campaign

For the video portion of the campaign, we wanted to focus on previewing the tool itself (as opposed to branding) while leaning into a sense of “shared experience” and expertise/product integrity. We established five key messaging strategies: behavioral, insight-driven, interpersonal, emotional, and expert-led and created :15-:20 sec. promotional videos for each distinct route (in 1:1 and 9:16 formats). The visual variety is a natural result of tailored strategic positioning and future-proofs the campaign as it develops further.

[Press ▶ to play video]

Behavioral approach: According to research, doomscrolling is a direct cause of emotional dysregulation so it was crucial to interrupt attention in situ and present an immediate solution by previewing the tool in the moment.

Interpersonal approach: Inspired by influencer-style content, we wanted to connect through a more intimate lense using actual women with ADHD. This route served as an example for how to treat future social content using influencers for this campaign.

Insight-driven approach: Central to the ADHD Unstuck webtool is its scientific design. By leveraging existing research around the tool, we can easily make a compelling argument for its use. Especially since it’s completely free and takes only 10 minutes to complete.

Emotional approach: Leaning into results from community research, Understood was able to narrow in on commonalities of experience. We used that research to more easily connect through a relatable POV.

Expert approach: Since this tool is designed by women that are experts in the field, we wanted to highlight the science- and data-led nature of the tool in additional to highlighting the care with which the topic is handled.



While this video is the only one featured here in 9×16 format, all of the videos were produced in both the 1×1 and 9×16 formats.

Static campaign

The static campaign leans into a freer and brighter colorway while leveraging Understood’s internal research to make an easy and compelling argument for the use of the ADHD Unstuck webtool. The static images included social posts (standalone and carousels), digital banners, email headers, avatars, and design direction for auxiliary channels like blog posts, editorials, podcasts, interview-style YouTube videos. 

The Results:  

The campaign is active and data is still being gather but preliminary data is targeting for:

  • 9.9M total campaign reach

  • 110K drawn users to the ADHD Unstuck landing page with 10K completed interventions

  • And increase of 4K email captures

Credits:

Executive Creative Director: Scott Cocchiere

Creative Director / Art Director: Daria Erkina

Copywriter: Ashley Fernandez

Animation: Phillip Kozlowski

Marketing strategy: Laure Borot, Teresa Shiang, Lia Joo