J. Walter Thompson Sydney launched a film ‘The Hold’ to challenge perceptions around Parkinson’s disease on World Parkinson’s Day for Parkinson’s New South Wales.
While uncontrollable shaking is the most commonly recognised symptom of Parkinson’s, a little known fact is that the disease affects many young people as well.
The film features an elderly man and his daughter holding hands, to subdue the father’s shaking as it seems. But a twist awaits when it is revealed that the young woman’s hands are shaking instead.
“The film is intended to challenge what people believe they know about Parkinson’s – that it only affects old people. In fact, the tragic reality is that three Australians under 40 are diagnosed with Parkinson’s every single day. We needed an idea that would correct this misconception whilst delivering a strong emotional response. This hopefully in turn will encourage donations to help fund a cure for this debilitating disease,” said Simon Langley, executive creative director, JWT Sydney.
“The campaign highlights how important it is to find the cure so that young people can lead a life without Parkinson’s. Today marks the 200th anniversary of when James Parkinson published the first paper identifying the disease. Help us find the cure,” said Jo-Anne Reeves, chief executive officer, Parkinson’s NSW.
The campaign comprises of TV commercials and an online film, followed by a second phase of ‘Parkinson’s makes simple hard’ print executions, to highlight the challenges of those living with Parkinson’s face every day.