While Brand Marketing Creative Lead at Parkinson’s UK

2022 Brand TV campaign for Parkinson’s UK written and created in-house. This was intended as the more ‘supportive’ ad after the harder ‘Time for Can’ the previous year. What had worked really well in the previous campaign were the lived experience stories I had delivered, this was an opportunity to build on that.

Challenge:

Deliver a TV ad, and integrated campaign, that the community can get behind and reset the relationship. And do it in-house.

Solution:

I led on the TV ad, developing the creative direction, ‘it doesn’t have me’ in collaboration with the Parkinson’s community over a series of workshops that I led. They universally identified with the direction and I worked closely with them to take it further and to develop the stories.

I wrote the script, directed the filming, conducted the interviews for 6 long form films (each of the people featured) oversaw edits and final delivery – including the 30 second TVC and 1 minute cinema ad.

While filming the ad we also captured deeper content to feed an integrated campaign. Each person featured picked a different topic and represented a different aspect of living with a serious health condition. This ranged from how to get on with your life to feelings of isolation, guilt and support. The social media campaign drilled into each person’s story and this was supported with online content and press executions, home page takeover, landing pages and supporter journey.

Results:

increase in brand awareness and condition awareness. Universal approval from community.

Shafaq – not ever giving in.

Tizzy – not defined by it. At all.

Simon – living his best life

Darsha – Support network

1 minute cinema ad