Parkinson Canada has launched a new campaign ‘Find Your Swagger’, created by Broken Heart Love Affair, to encourage people living with Parkinson’s, their families and loved ones. The campaign is powered by video, out-of-home and digital advertising, as well as ELLE Canada.
The ad video features a father, who is an architect, living with Parkinson’s. It highlights him walking along a city street, his gait is a little funky, his arms swing wildly as he walks and his sway attracts stares from passersby. But he wins over everyone he meets.
The campaign reflects the same energy with bold type and bright colors to amplify the message that Parkinson’s is not a death sentence. It highlights that many people of all ages and backgrounds continue to live full lives, and some with a more positive perception than they did prior to the diagnosis.
Scott Townsend, Vice President, Brand Strategy, Marketing and Communications at Parkinson Canada, says they were looking for an agency whose work best represented the type of smart and bold creative they wanted for the Parkinson Canada brand. “This new campaign proves we found it in Broken Heart Love Affair. The agency’s ability to reframe the negative perceptions of living with Parkinson’s in a really beautiful way was so powerful for us.”
Craig McIntosh, Chief Creative Officer at Broken Heart Love Affair, said they created this campaign for people living with Parkinson’s, and not the general public. “By reframing the involuntary movements of Parkinson’s as ‘swagger’ our intent was to boost confidence, hoping that a shift in mindset would encourage people with Parkinson’s to worry less about hiding their symptoms or retreating from life, and get out there and live boldly.”
Sarah Sime, Vice President of Client Advice at Initiative Canada, believes ‘Find Your Swagger’ deserves to be in the biggest and boldest spaces. They will highlight this message across Canada in cinemas, Olympics broadcast and as part of fashion series in ELLE’s September issue.
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