CAN’T WAIT
While Brand Marketing Creative Lead at Parkinson’s UK
Access to care is a problem for people with Parkinson’s, and very much a postcode lottery. As with many conditions, where you live determines how quickly you can see a specialist or your access to care. There is no ‘pathway to care’ for Parkinson’s and access to specialists varies across the country. Outcomes differ dramatically based on age, ethnicity and other geo-demographic profiles. Mental health services for people with Parkinson’s is a vital aspect of the work of the charity and access to this is particularly difficult.
Challenge:
I felt there was an opportunity to link this work to the Brand campaign idea. It could be a simple mnemonic that volunteers could get behind and give it an identity that would make it feel joined up with the new brand strategy (see Time for Can case study). This would add substance and a proof point to the brand campaign while also adding weight and prominence to the policy and campaigns work. It would also give me the opportunity to prove the symbiotic benefits of Integrated Marketing. This would represent true integration across a calendar of activity, not just within the marketing team but pulling together across directorates. It required my leadership and collaboration.
Solution:
‘CAN’T WAIT’ was my concept to bring the message to life and within the ‘TIME FOR CAN’ brand narrative. It demonstrated the strategy had the ability to dial the tone up or down – depending on the audience.
At the same time the partnerships team were talking with mural artists ‘Global Street Art’ and I saw the opportunity for a PR event based around murals featuring the CAN’T WAIT messaging in Leeds, Birmingham and London where access was toughest.
Results:
It proved to be a motivating thought, members of the community and volunteers turned out for a flash-mob style ‘happening’ around the mural and the local MPs turned up, as did the press. We got lots of coverage in the regions and the perception of the charity as go-getting (CAN DO) increased.
All thanks to the donated artwork by ‘Global Street Art’ and thanks to the partnerships team which created a moment that politicians couldn’t ignore.




