While Brand Marketing Creative Lead at Parkinson’s UK

‘Deep Brain Stimulation (DBS) is an innovative Parkinson’s treatment that precisely places electrodes in the brain to stimulate dopamine production. There was huge interest in the treatment within the Parkinson’s community but information was scarce, out of date and raised more questions than it answered. Parkinson’s UK had very little information and this only reinforced the feeling within the younger community that the charity was less relevant. It was also seen a very London centric. When a member of the Parkinson’s community posted on social media that she was looking to have DBS, I saw an opportunity to address these issues.

The 12 part docu-series follows Jo from her first consultation to the surgery and beyond…

Challenge:

The organisation had never done anything like this before. As far as I know, no organisation had. I had to pull together a business case to secure funding and resource, prove its worth with a pilot and plan the full series with Jo and colleagues in health information, PR, and Policy and campaigns. The project cut across all teams in comms including social, platforms, content and creative. Risk assessment, leadership and careful planning were key. Thanks to James Labous as film lead.

Solution:

I planned the narrative in each episode and as a whole to deliver a rounded story. I conducted on-screen interviews and directed the filming to deliver an intimate, fly on the wall/diary feel.

James and I managed to be allowed in theatre to film the brain surgery which saw James and Matt in scrubs. With Jo’s blessing (I should say insistence) we pitched the idea to the hospital authorities, the surgeon and medical staff (the entire MDT) and I convinced them to let two cameras in theatre. Anyone who’s ever tried this will know it’s no mean feat.

Jo was incredible and wanted to share her story warts n’ all. She’s driven to raise awareness of the condition and to reach out to other people with Parkinson’s – Jo used to be a nurse and a mum and was diagnosed in her 40s. As she says ‘she’s used to being the carer, not the cared for.’

The campaign ran across all organic channels including Instagram, Linkedin, Facebook, Twitter (X) and tested in TikTok.

Results:

Early episodes averaged over 50K views across socials. Episode 10: Theatre 34 gained 165,000 views within 24hrs, and the entire series achieved 1 million views in total, and counting. To broaden the story I was keen to capture not just Jo’s experience, but also that of her family (see Mother’s Story) her surgeon and those around her while also showing the process and all ups and downs. It is sometimes raw, sometimes funny and incredibly engaging. It’s probably the work I am most proud of in my career.

This project led to me overhauling the charity’s use of Youtube. Jo herself, went on to guest appear on day time TV shows (Steph’s Packed Lunch), news channels (Local TV and Radio) and was invited to give a TED talk. She became a brand ambassador for the makers of the device connecting with Parkinson’s patients across Europe and won a woman of the year award, all of which still gains the charity a huge amount of additional earned coverage. The series also won gold at the Charity film awards.

Filmmakers: James Labous and Matt McConnaghy

Episode 1: Jo shares the shock of her Parkinson’s diagnosis and the impact of her symptoms. Deep brain stimulation could change her life. It’s not a cure, but Jo feels like it’s all she’s got. #DBSandMe

Episode 2: Jo talks about her experience with Parkinson’s, how her life has changed, and why deep brain stimulation (DBS) could be the light at the end of the tunnel for her and her family.

Episode 3: Jo visits her Parkinson’s specialist to find out more about how deep brain stimulation works. Having initially being concerned about the surgery, Jo increasingly feels this treatment is the closest she’ll get to a cure

Episode 4: Jo talks about the challenges of living with a chronic condition. Parkinson’s means she won’t get better, but DBS has given Jo hope that, to some extent, she will feel better.

Episode 5: Jo goes for the first of her assessments to see if she’s suitable for deep brain stimulation surgery. She’s anxious and off her medication, but full of hope.

Episode 6: Jo reflects on her experience of the psychological test – the final assessment needed to make sure she’s suitable for deep brain stimulation surgery. She’s tired, but relieved that her work is done. The final decision is in someone else’s hands.

Episode 7: Jo’s mum talks about what it’s like when your daughter has Parkinson’s. At first, deep brain stimulation sounded scary. But now, she desperately hopes that Jo can have the surgery.

Episode 8: Jo awaits the decision from the multi-disciplinary team meeting, where health care professionals discuss individual patient cases. After a long period of uncertainty, Jo hopes she will finally know if she’s suitable for deep brain stimulation surgery.

Episode 9: Jo meets her surgeon and finds out that she can get DBS surgery, and the date is coming soon. This episode hit 100,000 views within a day of posting on social media. Youtube views continue to rise.

Episode 10: we film Jo’s surgery. This episode contains a content warning as it shows brain surgery. We were allowed in to the operating theatre for the 4hr procedure. This episode also hit 165,000 views within 24 hours of it being posted on social channels.

Episode 11: Jo meets her surgeon for a follow up one month after the op. And to begin calibrating the DBS kit.

Episode 12: Jo reflects on the entire process. and her future. 165,000 views in social. And growing.