Goodby and Specialized show how cycling helps with ADHD.

 

By Egotist / / On stage 18 of the Tour de France, Goodby Silverstei & Partners and the Specialized Foundation will introduce “Outride ADHD,” a campaign to create awareness about an alternative method to combat attention-deficit/hyperactivity disorder (ADHD). The campaign is aimed at educating parents, teachers and doctors about the benefits that cycling can bring to children coping with ADHD, which affects one out of nine children in the US. The Specialized Foundation is partnering with Stanford University to further research on the impact that cycling and physical activity have on ADHD symptoms for an upcoming study that will be released in August. “At Specialized we have always believed that cycling has the power to change lives,” said Mike Sinyard, founder and CEO of Specialized Bicycle Components. “Through our partnership with Stanford, we are furthering our research into the fact that when it comes to ADHD, a bike ride a day can have an incredibly positive impact on kids’ lives.” Goodby developed the campaign and the technology that allows bicyclists to control the speed of animated wild animals projected onto a wall—the faster the bike goes, the faster the animals run. The agency, whose co-founder Rich Silverstein is an avid cyclist, collaborated with British director Johnny Green to bring the concept to life. Both Silverstein and Green suffer from ADHD. “I learned so much about my own ADHD through the process of crafting this film. During development and shooting, I felt the same freedom as the kids on bikes did,” said Green.