Parkinson’s UK has released the results of the charity’s first integrated fundraising campaign We Won’t Wait, which launched in April of this year.
The campaign separated audiences into three key groups: existing supporters, people who know someone affected by Parkinson’s, and new supporters. For each audience, digital agency Manifesto collaborated with Parkinson’s UK to design a different digital journey.
Existing supporters were invited to create and share a personalised video using just two images and two short phrases to tell their own story about Parkinson’s and explain how it has affected their lives. In total, over 500 people living with Parkinson’s were empowered to share their story.
Manifesto’s campaign also gave new supporters a personalised video to raise awareness of Parkinson’s and explain how, with their immediate support, a historic breakthrough in treatments for the condition could be close.
During the campaign, over 500,000 people took part including 68,000 who watched 100% of the hero video and more than 340,000 people who watched at least 10 seconds. The campaign’s media-rich content also generated thousands of social shares as its core message reached a secondary audience, leading to a large increase in website traffic. Over 82% of traffic to the campaign microsite originated from social media shares, with an average dwell time of 2 minutes 54 seconds. This was more than double the Parkinson’s UK site average (1 minute 18 seconds) during the same period.
David Salmon, acting head of marketing at Parkinson’s UK, said: “We have been investing heavily in our digital transformation journey by strengthening Parkinson’s UK’s internal capabilities and calling upon Manifesto to help us with this campaign.
“We were looking for an agency that really understood our charity and our needs, and that could work alongside our own team to help us in our mission to find better treatments and a cure for Parkinson’s. We needed to reach new audiences and engage and educate them about a condition which is largely misunderstood. By using personalised video content and giving our amazing supporters the ability to tell their own story, we are empowering them to help the charity in a totally new and innovative way.”
Mark Ellis, creative director at Manifesto, said: "Parkinson's UK approached Manifesto to help to launch its We Won't Wait campaign in an innovative, positive and urgent way. We saw this as a fantastic opportunity to involve Parkinson's UK's core supporters, allowing them to tell their own personal experience to a wider audience, all within the context of Parkinson's UK's campaign messaging.
“We created an emotive campaign that enables people affected by Parkinson's to create a personalised video quickly and easily to share across social media. In effect, it empowers this audience to own the campaign, giving it real impact and resonance.
“This is just the first step in terms of how personalised video could help Parkinson's UK and other charities. The mix of creativity and technology is opening up entirely new ways of bringing existing and potential supporters into brand stories."
Parkinson's is a degenerative neurological condition, for which there currently is no cure. The main symptoms of the condition are tremor, slowness of movement and rigidity. Parkinson’s affects 127,000 people in the UK - which is around one in 500 of the population.