THE LUCKY ONES
| Title | THE LUCKY ONES |
| Brand | PARKINSON'S NSW |
| Product / Service | PARKINSON'S DISEASE |
| Category | D01. Social Video |
| Entrant | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Idea Creation | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Production | J. WALTER THOMPSON Sydney, AUSTRALIA |
| Production 2 | WE ARE CONTENT Sydney, AUSTRALIA |
Credits
| Name | Company | Position |
|---|---|---|
| Simon Langley | J.Walter Thompson Sydney | Executive Creative Director |
| Angela Morris | J.Walter Thompson Sydney | Executive Planning Director |
| Clare Audet | Parkinson's NSW | Marketing Director |
| Paul Friedmann | J.Walter Thompson Sydney | Senior Producer |
| Carly Yanco | J.Walter Thompson Sydney | Senior Planner |
| Laurie Geddes | J.Walter Thompson Sydney | Copywriter |
| John Lam | J.Walter Thompson Sydney | Art Director |
| Matt Thorne | J.Walter Thompson Sydney | Writer |
| Kel Gronow | J.Walter Thompson Sydney | Editor |
| Milly Hall | J.Walter Thompson Sydney | Group Account Director |
| David Jagoda | We Are Content | Director |
| Rob Schrieber | We Are Content | Producer |
The Campaign
To highlight how devastating Parkinson’s can be, we decided to show the lengths some sufferers will go to in order to get relief from their symptoms. Deep Brain Stimulation (DBS) surgery is a form of brain surgery where electrodes are inserted into the patient’s brain. It’s risky, highly invasive, and for the “lucky” 10% of Parkinson’s sufferers who qualify for it, currently the best treatment available. Our idea was to film an actual DBS operation being conducted by a real surgical team, on a real patient. And to make the point that if this is the best we’ve got, we desperately need help.
Creative Execution
With almost no budget, we created a compelling video to raise awareness of Parkinson’s Disease and generate donations for Parkinson’s NSW. The launch – via the client’s web-site, Facebook page, and Youtube channel – was timed to coincide with World Parkinson’s Day on Monday 11th April, 2016. The spot was subsequently seeded online, broadcast nationally, and achieved national publicity.
In just 10 days, with minimal paid media: - more than 38,000 online views - national news coverage - major uplift in awareness - increased Government funding - 30% increase in site traffic
To drive donations we needed people to understand and empathise with the the desperate situation that Parkinson’s sufferers are in without a cure. To do this our strategy was to raise awareness of the very ‘best' option currently available to sufferers – open brain surgery (or Deep Brain Stimulation as it is called). By showing that the ‘best option’ (for the ‘lucky’ 10% who are eligible for this), is also the most invasive, risky and horrendous operation, we aim to overcome the casual ‘its just the shakes’ dismissal and unlock donations.