Dr. Chris Van Tulleken opens with a number that frames the whole film: children today receive three and a half times more medicine than children did forty years ago. He traces the rise of what he calls "Calpol culture," the marketing behind household over-the-counter brands, and an 800% jump in ADHD prescriptions, questioning whether medicine is treating illness or simply managing behavior. The film's centerpiece is a world-first experiment following six children with ADHD as they try replacing Methylphenidate (Ritalin) with structured mindfulness meditation instead, tracking their concentration, mood and family life through the process. Van Tulleken also examines evidence on stunted growth as a side effect of stimulant medication and questions how rigorous long-term drug trials in children actually are. One mother describes watching her son disappear into what she calls a "gray cloud" of medication, and her account of what changes when the dosage does gives the science a human anchor. The film raises hard questions about pharmaceutical marketing without offering easy answers.