To make young people interested in the wood and furniture industry, we created a chair, together with five design students from Linnaeus University, that can help girls with ADHD to get the crucial attention in the classroom that they need.

Insight and Concept

The discussion around ADHD has been going on for years, but a group that is often marginalized is girls with ADHD. While boys often act out, girls have a tendency to become introvert. And when you don’t wear your heart on your sleeve, your voice might get lost in the tremendous murmur that occurs in classrooms.


To combat this, we showed what the wood industry could do by creating “The Chair of Attention”, a chair that can help girls with ADHD get the crucial attention in the classroom that they need. The chair has an hidden alarm through which the person using the chair can communicate with their teacher without having to alert the whole class.


Chair of attention got huge attention right away. Swedish public television reported about up the campaign, and then it started to snowball. When TT picked it up, it got published in 60+ magazines, and the campaign reached millions over night.


With a huge engagement on social media and among the press we got a reach of over 14 million. Celebrities like Isabel Adrián who is a role model for girls with ADHD choose to share the campaign and also large groups on Facebook focusing on ADHD wanted to put light on the problem by sharing the campaign.

Launch film

In the launch film for Chair of Attention we follow Therese, a teen with ADHD who struggles keeping up in class. With the chair Therese is finally able to get attention from her teacher without making a big fuss about it in front of her classmates.

Creative platform — TM_X

Chair of Attention is the first of many projects showcasing the innovation and force for good the wood and furniture industry is capable of. These projects are presented under TM_X, a platform created to be the creative part of TMF.