BCM325 – Digital Artefact pitch

“Our future must not only be foreseen and dreamt of, but also chosen and built.”

Professor Eleonora Barbieri Masini

In October of 2020, at twenty-one years of age, I was clinically diagnosed with the neurodevelopmental disorder known as Attention Deficit Hyperactivity Disorder (ADHD). The diagnosis caused an immediate upheaval of my life – everything that I thought I’d known and come to accept about myself felt like a half truth. I’d struggled silently for twenty-one years under the impression that I was an over-sensitive, anxiously chatty perfectionist – I had accepted that I’d always feel like “too much” for people. In reality, I had been suffering severe ADHD symptoms and – as is the same for most women with ADHD – because of my inattentive tendencies and high academic record , I’d ‘flown under the radar.’

For the past two years I’ve been consistently researching and writing about ADHD in a bid to better understand my diagnosis and to account for why I was left undiagnosed for my entire childhood and adolescence. During Sydney’s 2021 lockdown, the lovechild of my research was born; @letstalkaboutadhd is an Instagram account intending to offer factual, useful and aesthetic ADHD-related content in attempt to provide education to communities impacted by or otherwise interested in ADHD. 

I want to create vibrant, genuine and consistent content and set goals for the future of the account to drive forward it’s progression and growth. I see no better way to achieve this then by setting the future of @letstalkaboutadhd as the focus of my Digital Artefact (DA) for BCM325 – through the creation of a two-year business plan and nine-week content schedule. 

“Futurology is the activity of trying to predict what is going to happen, on the basis of facts about what is happening now.”

Collins English Dictionary

The DA will be produced across the duration of the semester, utilising futurology to create a more practical understanding of my prospective career in content creation and to ensure a deeper continuity of my imagined experience (lecture concept:imagination) within the future. 

I have already drawn upon a series of academic sources and articles to generate a clear understanding of what is required to produce and execute a successful business plan – these are linked at the bottom of this post. These sources informed the basic structure of my social media business plan outlined in the above video pitch. 

As discussed in future studies philosophy, the future of my brand may be explained by identifying what is most powerful in the present (Friedrich Nietzsche, Csicsery-Ronay). For this reason, the initial stages of my business plan will see to the careful consideration and analysis of the strengths, weaknesses, opportunities and threats associated with my account at current. In doing so, I will be able to predict the alternate futures (lecture concept: alternate histories) of my social media business and create a trajectory that increases the likelihood of achieving my preferred future (lecture concept: multiple futures, part 2)

To ensure a timely and realistic production process of my DA, the following week to week timeline has been created:

*May be subject to minor change 

Source: Canva

Sources for background research:

‘Writing a Successful Business Plan: An Overview’ Accessible from: https://journals.sagepub.com/doi/10.1177/216507991306100104

‘Strategic Planning: Why It Makes a Difference, and How to Do It’ Accessible from: https://ascopubs.org/doi/full/10.1200/jop.0936501

‘How to Create a Social Media Strategy in 9 Easy Steps’ Accessible from: https://blog.hootsuite.com/how-to-create-a-social-media-marketing-plan/

‘Social Media as a Marketing Tool: A Literature Review’ Accessible from: https://digitalcommons.uri.edu/cgi/viewcontent.cgi?article=1001&context=tmd_major_papers

’10 Things You Should Include in a Social Media Plan’ Accessible from: https://www.socialmediatoday.com/content/10-things-you-should-include-social-media-plan

‘Write your business plan’ Accessible from: https://www.sba.gov/business-guide/plan-your-business/write-your-business-plan



  1. tegansereno says:

    Hey Amelia! Wow! This sounds like such an interesting topic and one I’m sure you have had so much experiences in real life and research. I’m so so impressed by the branding on your already established account and I think it will be a real testament to engaging your followers and building your career in discussing this!

    From my understanding I believe that you want to grow your account by creating a business plan for ‘Let’s Talk About ADHD’. I think that’s a really great idea especially because the topic is still so undiscovered amongst women, especially of our age. I think it would also be super interesting if you delved into past trends of ADHD and what predictions were and how they have changed. This could also be linked to how attitudes and cultures surrounding ADHD have changed. This could be a great link to the course content and I have also found this article that could be an interesting read! https://www.ncbi.nlm.nih.gov/pmc/articles/PMC3505280/
    This article is so interesting to read as it shows how the past ‘current’ predictions of 2012 have altered so drastically. This could be linked to shifting attitudes and the changing trends and predictions.

    I think it could also be super interesting for your followers to see your journey and understand your clear focus for Instagram. Will you create a website in the future? Itc could be a really great thing to explore the different platforms your information could be displayed to reach even wider audiences!

    I can’t wait to see where you go with it 🙂

    Liked by 1 person

    1. ameliaphelps says:

      Thankyou for such a thoughtful reply Tegan! I plan to delve into the history of ADHD (and how we may look critically at the history of ADHD to analyse current and future trends) for one of my posts. I have previously read the attached article, however will certainly look back over it in preparation for the content!

      There is absolutely potential for a website to be created in the future, however my priority right now is the @letstalkaboutadhd Instagram account – as it best suits the style of content I currently want to produce and publish.



  2. Wow! This DA sounds so interesting Amelia. I find it really inspiring that you’re choosing to spread awareness about such a sensitive topic to you personally. I think you will find so many people both in your community and not will find your page empowering as topics like this are often not spoken about enough. I believe this type of DA is just a starting point for you. There are so many ways “Lets Talk About ADHD” will be able to take you as I can tell this is a big passion of yours so I’m excited to see where this takes you this semester!

    As this semester is all about “future cultures” I assume that this will somewhat inspire the content you create. I encourage you to have a look under the various ADHD hashtags on social media. I found this one post on Instagram under the #ADHDawareness hashtag that shows the journey through ADHD later in life which could be a good source to back up the content you post on your page! You could even share posts like this on your story to further inform your audience. https://www.instagram.com/p/Cbad-UvuiU4/

    I’m really excited to follow along your journey and see where this takes you this semester and in the future! All the best xx

    Liked by 1 person

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  4. georgie0brien says:

    Hi Amelia!
    First of all, can I just tell you how impressed I am by the amount of depth and detail you’ve gone into in this pitch! You have provided a circumstantial amount of information on what you intend to do, how you are going to do it and why you’ve chosen to do so. I particularly like how you are building upon an online account you’ve already established, it gives us a solid understanding on where your digital artefact is going and provides you with a huge amount of background knowledge on your chosen topic.

    Speaking of your topic of choice, I admire that you’ve chosen something so relevant to not only you personally, but also to your future career. I think it’s imperitive that more people improve their awareness of neurodivergence in women, particularly when it comes to employing these individuals. I would personally love to learn more about the process of diagnosing ADHD in women, as for too long diagnoses has been based off of male characteristics. I’ve heard about the notion of ‘masking’ in neurodivergent women and would be interested to learn more about this through your DA. I found this article from ABC which features the story of a woman diagnosed with ADHD in her adult life, whilst her brother was diagnosed as a young child. You can check it out here:

    You also mentioned that you would be spreading your content across multiple platforms. This is an awesome idea and I have noticed a community of women with ADHD on TikTok who have used the platform to spread awareness. Some accounts you should check out are @tarahelizabeth_ and @jazzthornton_. Have you considered also using TikTok to diversify your content? This can also be utilised across Instagram with the use of Reels.

    Once again, great work on this pitch! I look forward to watching your progress! 🙂

    Liked by 1 person

  5. caitlinolsen says:

    Hi Amelia! This is such an informative blog post and I truly love the idea of “Let’s Talk About ADHD”. You have provided really great evidence and utility behind the Instagram account and I really like that you have already established a particular vibrancy to the Instagram page! I can already see that you have an extensive amount of knowledge behind the topic of ADHD and you are obviously very passionate about sharing experience and insight to a number of audiences, particularly women between 16-35 who are newly diagnosed.

    Viewing your multimedia blog was extremely interesting as it encompassed a thorough trajectory and informative arrangement of details. I think there is a built-up stereotype by society that ADHD only affects young boys, that is not the case! I am so glad you are speaking up and educating people about the neurodivergence in women. You have provided great scholarly sources and engaged with further academic and lecture material. Mostly, your blog, both writing and presentation have empowered me with relevant topic knowledge and also left me asking questions and wanting to know more. I am so enthusiastic to see more of your aesthetic posts on Instagram and to observe the future of your digital artefact!

    I have provided some sources which I think will be of use for your DA 🙂 Fantastic work on this pitch Amelia!

    I found in this journal that, “emerging evidence suggests differences exist in the neuropathology of ADHD, and there are hormonal factors which may play an important role in understanding ADHD in females”. https://journals.sagepub.com/doi/pdf/10.1177/1087054711416909

    This one is a comparative study of ADHD by group and gender. https://link.springer.com/content/pdf/10.1007/s10862-011-9247-4.pdf

    Liked by 1 person

  6. Hi Amelia! This is a really important and interesting area that you have chosen to look at and address its future position. You have shown both short and long term goals for your project as well as its benefit for yourself and how it will inform your audience. From your pitch video, I can see that you’re extremely passionate about the topic and how the background research that you have conducted will help grow your project and inform you of new information. Although your video is filled with great information, it has exceeded the 3-minute time limit. I think you could possible summarise this information briefly or possibly expand on this in an upcoming blog post. Not only have you looked at themes and elements relative to the topic of ‘ADHD’, but you have also thoroughly researched a business plan and social media strategies to create a strong project. Your Instagram account looks great, I think to boost your engagement adding a link to your bio, perhaps a linktree that can store multiple links with such articles related to your topic will be really helpful for your audience. Here is the link if you are interested, https://linktr.ee/login. I have also found a useful scholarly article in relation to the use of social media and mental health awareness that may be useful to you: https://link.springer.com/article/10.1007/s41347-020-00134-x. This source looks at how social media can be a useful tool in spreading awareness of mental health-related practices. I’ve also been following a woman who specialises in pharmaceuticals and skincare on Instagram but, she has ADHD and often discusses this on her Instagram stories and I, myself have found this insightful on how this particularly affects women. Her username is @ms_hannah_e, if you want to check out her account. I’m excited to see how your project goes!

    Liked by 1 person

  7. Congrats on the pitch Amelia,

    Love the look of @letstalkaboutadhd, health issues are always difficult to tackle in a social space, especially when its personal. Hope you have a good experience. Behind the glamour and excitement of influencers’ feeds, there are thriving communities on Instagram filled with people supporting one another through their journeys. Hopefully you can grow such a community around your topic of ADHD.

    Here is some other Instagram that tackle health issues mainly mental health on Instagram hope they inspire your work. https://www.verywellmind.com/30-instagram-accounts-that-destigmatize-mental-health-4707887


    Getting your business plan right from the start is going to be key, allow yourself wiggle room in its design. Too rigid a plan will could result in failure Instagram is always changing and in the space of 2 years your plan could become not viable, you have to be able to adapt to what the market “your followers” want and what your platform wants you to do.

    All said best of luck hope you can bring a community together to talk about your topic.

    Liked by 1 person

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