Parkinson’s UK were struggling to connect with a younger, yet cause and charity inclined, audience group. Listening and insight work revealed some home truths. That this audience didn’t understand Parkinson’s. They didn’t see it as a serious disease compared to other issues. They felt it was more about the elderly, and trembling hands and limbs. The reality is very different. For those who live with Parkinson’s it affects everything from eating, sleeping, and moving to mental health disorders. So, we set out to change things with a campaign focused on presenting Parkinson’s as an all day, everyday problem that affects younger to older age groups.
We developed a campaign entitled Parkinson’s is Every Day. Working with real people (Drew and Janet) living with Parkinson’s, we created video content diarising the challenges of their everyday life. From this core content we developed a series of contextual social ads and themed them to reflect and contrast with typical audience daily events. We coincided the timing of the ad outreach with daily activities (eg commuting, lunchtime). By so doing we were able to give our audience a direct comparison between living with Parkinson’s and the everyday situations that most of us are used to tackling without thought.
The social metrics were impressive. With minimal media spend we delivered a reach of over 1.3 million and 700,000 thru plays of our video content.