Sniffing out Parkinson’s Disease with Parkinscents by McCann Health

Date: Oct 2019
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Every year, 60,000 Americans are diagnosed with Parkinson’s disease. It’s a devastating disease that causes degeneration in the part of the brain that helps to control movements. Many people with treatable symptoms can go undiagnosed for years, some even decades. The earlier Parkinson’s is diagnosed, the sooner treatment can begin increasing the potential for better health outcomes.

One of the earliest signs of Parkinson’s disease, is loss of the sense of smell. Commonly affected scents are peppermint, anise, and coffee.

So what if a humble cup of coffee could help diagnose Parkinson’s disease?

On National Coffee Day, McCann Health New York set out to make coffee a powerful tool in early Parkinson’s detection. We partnered with coffee shops across America and created characters to educate us all on the importance of early diagnosis. With coffee sleeves, lids, posters, tent cards, coasters and an interactive website, people were able to learn the signs of Parkinson’s and when it may be time to see a doctor. This activation followed a hugely successful pilot program at the World Parkinson’s congress in Japan targeting both consumers and health care professionals.



Matt Eastwood: Global Chief Creative Officer

June Laffey: Chief Creative Officer

Zuzana Zaloudek: VP, Associate Creative Director

Ben Bartholomew: VP, Creative Director, Digital

Brice Rothenberg: Copywriter

Matt Sherring: Associate Creative Director

Meghan Patenaude: Group Art Supervisor

Samantha Cherif: Group Copy Supervisor

Sean Takach: Associate Creative Director, Design

Ivan Habalic: Senior Digital Designer

Binh Tran: Associate Creative Director, Digital

Man Kim: Senior Art Director


Maria Cabrera: VP, Account Director

Medical Strategy

Whitney Winter: VP, Medical Strategy

Print Production

David Lacey: Senior Production Manager

Chi Vuong: Composite Design Artist


Anna Gaudio: Experience Strategy Director


Ed Zazzera: SVP, Director of Integrated Production

Eva Pipa: Producer

Eddie Danino: Producer

Project Management

Regine Leconte: Senior Project Manager

Nancy Davis: Project Coordinator


David Shapiro: Senior Medical Editor

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