All-ADHD cast awareness film flips the script on ADHD

IPC charity organisation Unlocking ADHD is flipping the narrative on the condition with a new campaign film titled "Focus on us". The public awareness video features an all-ADHD cast and seeks to challenge stigma. It also celebrates alternative ways of seeing the world. 

The video starts with certain cast members struggling to focus but are later seen flourishing in their crafts and talents whether its singing, painting, fixing puzzles and more. The narrator also encourages viewers to focus on individuals with ADHD and see them as imaginative creators, eager socialisers and spontaneous energisers. The narrator also reminds viewers to never mistake differences for weakness. 

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The video was directed by Shaun Yeo of Loco Motion and was based on a concept by late-diagnosed ADHDer and creative director Tay Guan Hin. “This is more than just a video — it’s a movement. Created with authenticity by ADHDers, it challenges stigma and flips perceptions,” Tay said.

In addition, UA has unveiled Differently wired minds, a 180-page hardcover book featuring more than 60 stories of ADHDers across ages, industries, and backgrounds. The book reframes ADHD through stories of resilience and creativity while offering practical strategies to thrive. Proceeds support Unlocking ADHD’s work as a charity.

"Differently Wired Minds offers the collective voice of the ADHD community in Singapore. By sharing struggles, strengths, and strategies, we hope to inspire greater empathy and understanding,” said Moonlake Lee, founder and director of UA.

UA has also launched Unlocking ADHD – MINDSET Support Hub, a new initiative in partnership with Jardine Matheson Group’s MINDSET. Funded with SG$1 million over three years, the hub offers ADHD-informed counselling, coaching, and other support programmes designed with and for the community.

The initiatives come as Unlocking ADHD marks its fourth anniversary and observes ADHD Awareness Month this October, coinciding with World Mental Health Day on 10 October—a moment when many brands spotlight their support for mental health.

One such brand is Sephora and Rare Beauty by Selena Gomez, which ran its “Make a rare impact” campaign from 10 to 12 October 2025. During the campaign, Sephora donated 100% of sales from new Rare Beauty fine fragrances to the Rare Impact Fund, covering both in-store and online purchases across 25 markets, including Australia, Brazil, Canada, France, Hong Kong SAR, India, the UK, the US, and Sephora at Kohl’s locations.

Launched in 2020 by Gomez, the Rare Impact Fund aims to mobilise US$100 million for organisations expanding access to youth mental health services and education worldwide. Since its inception, it has raised over US$20 million and supports 30 organisations across five continents.

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