Meet the noise every parent of a neurodivergent kid knows

“So… it’s ADHD then?” “Here are five things I would never give a child with ADHD.” “Sugar causes ADHD.” “Here are some reasons ADHD isn’t real.”

If you’re raising a neurodivergent kid, you’ve heard it all. The advice comes from everywhere: other parents at drop-off, influencers in your feed, even AI tools that sound completely sure of themselves. Everyone has an opinion. But only you have to live with the outcome.

Finding clarity among the noise and misinformation is what Understood’s new brand campaign, “Less Noise, More Understood,” is all about.

In the campaign’s film, a mom named Alice and her daughter, Sam, who has ADHD, move through an ordinary day. At school drop-off, in the car, at the supermarket, the “noise” follows them — from unsolicited advice to outright misinformation about neurodivergence. It gets louder and more overwhelming with every scene.

Then Alice opens Understood.org and finds answers. And the noise stops.

The campaign comes at a time when there’s more conversation about neurodivergence than ever before. That’s a good thing. But more talk also brings more noise. One study found that 52% of the TikTok videos about ADHD it reviewed were inaccurate or misleading. And one in four caregivers say they regret a health decision they made for their child based on conflicting information.

In the film, the “noise” is a cast of characters who follow Alice everywhere. You’ve probably met them too.

If a fellow parent has ever given you unsolicited advice (maybe with a bit of a judgmental tone), you’ve met “Drop-off Mom.”

Where you’ll hear them: In the school pickup line, at birthday parties, or at family gatherings.

What they say: “So… it’s ADHD then?” “They’ll grow out of it.” “It’s probably the screen time that caused it.”

Turn down the noise: You know your child best. If you have questions about their development or behavior, start with Understood. Understood’s team works alongside more than 90 experts, including clinicians, educators, and researchers.

If you’ve ever come across a confident-sounding video that makes sweeping claims about neurodivergence, you’ve met “Influencer Jo.”

Where you’ll hear them: On Instagram, Facebook, TikTok. It can feel like they’re everywhere.

What they say: “Sugar causes ADHD.” “Here are five things I would never give a child with ADHD.”

Turn down the noise: Not everything you see online is accurate or applies to your child. Everything that Understood posts online and on social media is researched by experts.

Where you’ll hear them: In the AI chat window you opened for a quick answer.

What they say: “Based on what you’ve shared, your daughter may need…”

Turn down the noise: Many AI tools pull answers from all over the internet, including from sources that are flat-out wrong. If you’re looking for quick, tailored answers, try out the Understood Assistant. Unlike general AI tools, it draws from Understood’s expert-vetted resources.

The film was built to feel real to the families it’s for. So the people in it and behind the scenes know the noise firsthand.

Sophie Susskind, the young actress who plays Sam, has ADHD and dyslexia. The film’s director, William Howe, has ADHD too. And licensed psychologist Dr. Andrew Kahn, an Understood Expert, guided the creative process from start to finish. His role was to make sure the film felt true to families.

Beyond the noise, there are real answers. Here are a few places to start.

Understood News fact-checks and explains the latest headlines and social media claims about neurodivergence.

Individualized Education Programs (IEPs) help millions of kids thrive in school. If the process feels like a maze, Understood’s IEP Guide for Parents breaks it down so parents can confidently support their child. 

For stories and expert insights you can listen to anywhere, the Understood Podcast Network offers 13 ad-free shows about neurodivergent experiences. That includes Zero Reject, a new investigative series about how changing federal policies are reshaping special education.

Watch the film, explore Understood.org’s free resources, and follow @UnderstoodOrg on Instagram for more ways to cut through the noise.