New Disease Awareness Campaign; Launched to Help Parents Navigate ADHD Waters

LONDON, June 11, 2010 - A campaign to help people understand more about ADHD and where to go for
help has been launched by Janssen-Cilag Ltd this week. Confusion and
misunderstanding about the condition has prompted the development of a new
animation to bring to life the perspective of a child with ADHD and the
challenges that they and their parents face on a daily basis. The film will
be accompanied by an educational website, "Living with ADHD" (
www.livingwithadhd.co.uk) which offers a "go to" place for parents
where they can get information, support and advice for the issues which they
may face. It is hoped that arming parents with credible information from
leading healthcare professionals about ADHD will help put their minds at rest
and assist the consultation process with their doctor.

Research(1) has shown that once parents make that initial step of going
to see their healthcare professional, they feel a high level of satisfaction.
There could be a number of reasons for this including, relief over finally
getting an ADHD diagnosis for their child or it may be attributed to a level
of reassurance they feel once they speak to their healthcare professional.
The same research illustrated that over 50% of healthcare professionals do
currently provide their patients with information about ADHD and feedback
from clinicians in the field is that healthcare professionals do welcome good
sources of information that they can share with patients.

Dr Graeme Lamb, NHS Consultant Child and Adolescent Psychiatrist, based
at the Newham Child & Family Consultation Service said, "Parents often do not
know where to go to get information about ADHD and what to do to get help. I
am in favour of anything that provides parents with clear and credible
information about ADHD. If they come to a consultation with their healthcare
professional armed with knowledge about the condition and potential
management strategies we can take the discussion on from there. This visual
way of sharing information about ADHD is very creative and will help to
educate people about ADHD in an engaging manner. I would happily recommend it
to any parents I see."

The film and educational website can be located at
www.livingwithadhd.co.uk and parents can forward it on to friends and
colleagues who they feel might benefit. The film uses a creative technique
called 'rotoscoping', where real actors are filmed and then converted into
"hyper-real" animations. It was developed following interviews with a range
of patients, parents, doctors and teachers, and is shot through the eyes of a
child with the condition, showing some of the issues they can face at home
and at school.

Holly Evans, ADHD Educational Advisor commented that, "Knowledge is an
amazing thing and I find that parents feel immeasurably better about their
child's ADHD if they know the facts about the condition. We know that
teachers play a pivotal role in helping to identify and discuss ADHD with
parents, however more work needs to be done to support them in what can be an
extremely challenging role."

A targeted education campaign is being instigated on a separate level
with teachers to ensure that they are informed about ADHD, and how to support
it in schools. Holly Evans went on to say that, "It might be that certain
teachers currently have children with ADHD in their classrooms but that they
haven't yet realised it or are struggling to cope. If improved understanding
and knowledge about ADHD can filter down to at least a small proportion of
the teaching population, it will make a big impact."

What is ADHD?

Attention-deficit hyperactivity disorder (ADHD) is a medical condition
classically affecting children and adolescents that is defined in the
Diagnostic and Statistical Manual of Mental Disorders (DSM IV). It is now
thought that ADHD may also affect adults, and this is an evolving area of
research in psychiatry.

ADHD is characterised by three core symptoms: inattention, hyperactivity
and impulsivity. Inattention can include an inability to focus and pay
attention, a pattern of careless mistakes, difficulty listening or finishing
tasks and easy distractibility. Hyperactivity may be manifested through
fidgeting, talking excessively, and a tendency to run around at inappropriate
times and interrupt others. Impulsivity may be exhibited as an inability to
curb immediate reactions, often causing children to blurt out inappropriate
comments or to run into the street without looking.

About Janssen-Cilag Ltd

Janssen-Cilag has a long track record in developing treatments for
central nervous system disorders, pain management, oncology, fungal
infections, gastrointestinal conditions, ADHD, anaemia, epilepsy, migraine
prevention, schizophrenia, bipolar disorder and progressive multiple
myeloma.

More information can be found at www.janssen-cilag.co.uk

References

(1). Childhood and Adolescent Service Provision Research, Synergy
Healthcare Research 2009

For further information contact: Helen Swift, Tonic Life Communications, Tel: +44(0)207-798-9924, email: helen.swift at toniclc.com; Sarah Stanmore, Tonic Life Communications, Tel: +44(0)207-798-9906, email: sarah.stanmore at toniclc.com