JWT and Parkinson’s NSW are challenging perceptions that the disease only impacts older people in a powerful new campaign.
Developed by JWT Sydney and launched this week to coincide with World Parkinson’s Day, the emotive spot features an elderly man and his daughter holding hands, to subdue the father’s shaking.
It is then revealed that it is in fact the young woman whose hands are shaking, and she is the one who is living with Parkinson’s.
JWT ECD Simon Langley says the film is intended to challenge what people believe they know about Parkinson’s – that it only affects old people.
“In fact, the tragic reality is that three Australians under 40 are diagnosed with Parkinson’s every single day. We needed an idea that would correct this misconception whilst delivering a strong emotional response. This hopefully in turn will encourage donations to help fund a cure for this debilitating disease.”
The latest campaign follows several other successful executions developed by JWT Sydney for Parkinson’s NSW including ‘The Lucky Ones’ and ‘Mannequin Challenge’.
Parkinson’s NSW CEO Jo-Anne Reeves says: “The campaign highlights how important it is to find the cure so that young people can lead a life without Parkinson’s. Today marks the 200th anniversary of when James Parkinson published the first paper identifying the disease. Help us find the cure.”
The campaign includes two TV commercials and an online film, followed by a second phase of the ‘Parkinson’s makes simple hard’ print executions.