Parkinson’s UK has launched its brand new integrated legacy campaign with an emotional hero TVC.

‘Give back what Parkinson’s takes’ is underpinned by the insight that for those who are diagnosed, Parkinson’s can take things we often take for granted; our independence, our ways of connecting with the ones we love and our ability to play with our children and grandchildren. But as a legacy donor, you have the power to help Parkinson’s UK develop new treatments that could significantly improve the lives of those living with Parkinson’s.

The campaign strategy is grounded in an understanding of the audience and their emotional drivers. Responding to insights gained by Don’t Panic through quantitative and qualitative research, it shows empathy with those who have experience of Parkinson’s and centres emotional loss - independence, shared moments and connection are a significant aspect of what is grieved for. Input from those with lived experience also informed the proposition and framing of the legacy ask, dramatising the promising potential of new treatments, offering the hope that inspires the audience to leave a gift in their will.

The hero 60 second film ‘Socks', shows the impacts Parkinson’s can have not just on those diagnosed but also their loved ones. The film celebrates the closeness of a father-daughter bond that starts from when she was just a toddler. A simple game that then becomes the cornerstone of the way they connect throughout their lives, until a diagnosis of Parkinson’s stops it in its tracks.

Read the full article via LBB.