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Post-it Campaign

Date

Winter 2025

Location

Atlanta

Project type

Diversity Campaign

The objective of this project was to develop an innovative concept that authentically represented diversity. Our team chose to focus on neurodiversity, specifically addressing the challenges faced by individuals with ADHD, particularly their struggles with organization and maintaining focus.

Our approach was deeply rooted in research. A critical insight guiding our strategy was data indicating that over 70% of adults with ADHD find visual reminders, such as sticky notes, highly beneficial for task management.This highlighted Post-it®'s inherent potential as a tangible tool to help manage mental clutter.

Further reinforcing this direction, studies revealed that a significant 80% of individuals with ADHD experience difficulties with object permanence, meaning tasks or reminders that are out of sight are often easily forgotten.

This underscored the distinct advantage of physical, visible cues over digital reminders that can be easily dismissed or lost in a sea of notifications. This understanding was pivotal in shaping our campaign, "Made for Busy Minds" .

The campaign was anchored by a clear and actionable strategy: "Get people with ADHD who struggle with organization to see Post-it as a tool for managing daily tasks by using visual aids to improve focus because simplifying life is just a note away.”

This strategy aimed to directly address the identified needs of our target audience by positioning Post-it® Notes not just as stationery, but as a practical, effective support system.

To bring this strategy to life, our creative executions were designed to offer tangible value. We developed the "Organized Chaos Kit," a curated collection of Post-it® products and organizational aids specifically designed to help manage ADHD-related challenges.

Additionally, we conceptualized a campus-based "Structured Chaos Workshop" (also referred to as "The Organized Chaos Workshop") . This initiative was designed to provide practical strategies and hands-on support, recognizing that while many schools offer disability services, specialized workshops for ADHD management are often lacking.

These executions prioritized physical tools and in-person engagement, offering solutions where digital alternatives often fall short for individuals who benefit most from concrete, visual systems. Through "Made for Busy Minds," we aimed to provide meaningful support for this diverse group, transforming Post-it® into an empowering ally for daily task management and focus.

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