People with Parkinson’s have told us that the public don’t understand them, and we know from our own research that people don’t see Parkinson’s as serious. Therefore, for 2019, Parkinson’s UK is focussing on raising awareness and understanding of Parkinson’s and us as a charity in the UK and our message must be heard loud and clear and connect even more people to Parkinson’s. To do this, ‘Parkinson’s Is’ marks a shift in the way we look and sound. We’ll talk about Parkinson’s differently, to make the public sit up and listen. The campaign will be authentic, showcasing people with Parkinson’s sharing their own experiences of living with the condition.
As mentioned in my previous comment, we’re aiming to increase awareness that Parkinson’s is serious in a younger audience (aged 25-44 years old), who spend a lot of time online. Therefore, this may be the reason why you haven’t seen our campaign online.
We want to make as much noise as possible around the campaign. To do this, there was and will continue to be a range of activity that is running that will also engage lots of different audiences. This includes articles in our magazines and the online version of the magazine, events with MPs, corporate partnership activity, lighting up buildings across the UK, gaining a range of press coverage, and producing follow up films with stars of the campaign. We are also asking people to share what Parkinson’s is to them online using the hashtag #ParkinsonIs.
With that being said, we understand that not everyone is on social media which is why we chose this as a simple way for the Parkinson’s community to support the campaign, as it’s a good way to spread the message very far and wide. However, everyone can play a part in helping the public realise that Parkinson’s is a serious condition. We can all spread the message as far and wide as possible - whether that’s sharing the campaign on social media, putting up posters in local cafes, pubs and businesses or talking to your local newspaper.
To answer your question about spending priorities, in total we have spent £395,000 between buying the advertising placements (£320,000) and creative production (£75,000). We will continue engage with these audiences throughout 2019 and beyond. We plan to continue to build their understanding, to bring them closer to Parkinson’s UK and ask for their support. Whether that’s financial, taking part, or sharing our message on social media.
I hope this has answered your questions; however, if you have any further questions please email our marketing team at [email protected] or call 0800 652 8978.