J. Walter Thompson Sydney has continued to challenge perceptions around Parkinson’s disease with a new film to coincide with World Parkinson’s Day.

Uncontrollable shaking – it’s the most commonly recognised symptom of Parkinson’s disease. But not so recognised is how many young people are affected by the disease, a sobering and little known fact highlighted in an emotive new campaign for Parkinson’s NSW.

Directed by David Denneen through Filmgraphics, ‘The Hold’ features an elderly man and his daughter holding hands to subdue the father’s shaking – or so it seems. It is then revealed that it is in fact the young woman whose hands are shaking, and she is the one who is living with Parkinson’s.

The campaign comprises of a 45-second and 30-second TVC, with an online film to be followed by a second phase of the ‘Parkinson’s makes simple hard’ print executions, photographed by iconic Australian photographer Simon Harsent.

J. Walter Thompson Sydney’s executive creative director, Simon Langley, said the film is intended to challenge what people believe they know about Parkinson’s – that it only affects old people.

“In fact, the tragic reality is that three Australians under 40 are diagnosed with Parkinson’s every single day,” he said.

“We needed an idea that would correct this misconception, whilst delivering a strong emotional response. This hopefully in turn will encourage donations to help fund a cure for this debilitating disease.”

Jo-Anne Reeves, CEO of Parkinson’s NSW, said: “The campaign highlights how important it is to find the cure so that young people can lead a life without Parkinson’s. Today marks the 200th anniversary of when James Parkinson published the first paper identifying the disease. Help us find the cure.”

The campaign follows several other executions developed by J. Walter Thompson Sydney for Parkinson’s NSW, including ‘The Lucky Ones’ and ‘Mannequin Challenge’.

CREDITS

Executive creative director: Simon Langley

CD/copywriter: Paul Coghlan

CD/art director: John Lam

Executive planning director: Angela Morris

Group account director: Anne Gibson/Ana Lynch

Producer: Gemma Kay

Director: David Denneen, Filmgraphics

Producer: Anna Fawcett, Filmgraphics

Editor: Toby Denneen

Audio: Smith & Western

Client: Parkinson’s NSW