A hard-hitting national campaign that made Parkinson’s impossible to ignore.
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Cure Parkinson’s needed to raise awareness of a disease that will affect 1 in 37 Kiwis. Public understanding was low, and the charity needed to drive urgency, visibility, and support to fund critical research.
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The idea focused on the uncomfortable truth: there’s no cure. We used blunt, confronting headlines paired with the 1 in 37 statistic to connect the scale of the disease with everyday moments. Outdoor placements were chosen based on foot traffic data, for every 37 people walking past, one would be affected.
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Messaging was pulled from real interviews with those living with Parkinson’s. Words like “devastating” and “nasty” were taken directly from those impacted. The campaign ran across out-of-home, digital, and social.
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It reached over 1.2 million New Zealanders in 6 weeks, sparking conversations and donations.

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