|Title||Shake Parkinsons Off|
|Advertiser||ICM (Institut du cerveau et de la Moelle épinière)|
|Date of First Broadcast/Publication|
|Business Sector||Institutional/Public Interest/Non-Profit Org.|
About 8,000* new cases are reported each year. In the context of World Parkinson's Day, on April 11th, the ICM (Institut du cerveau et de la moelle épinière / the Brain and Spinal Cord Institute), is highlighting their latest advances, therapeutic innovations of tomorrow, and the new treatments made possible by the advances in neuro-imaging and the use of Big Data. (Source: World Health Organization (WHO) TARGET FOR 2018: In 2018, one of the major challenges of neurodegenerative diseases is to better detect the onset of symptoms. Through its ecosystem and multiple assets, the ICM is a key player in the research on all neurological diseases. Out of the 28 research teams of the Institute, some of are specifically studying motion pathologies, such as the one led by Professors Mary Vidailhet and Stéphane Lehericy. Professor Mary Vidailhet is a neurologist specialising in motion pathologies and in Parkinson's disease at the Pitié-Salpêtrière hospital. She dedicates part of her research to better understand the symptoms involved at each stage of the disease, and the underlying mechanisms, in order to improve physiological approaches, based on clinical data observed in patients at every stage of the disease. In addition to clinical observation, Professor Stéphane Lehericy develops innovative medical imaging methods to better understand the link between symptoms and brain alterations seen in the images, and to identify early signs of the disease. Based on this set of data, artificial intelligence allows them to model the progression of the disease by integrating clinical, biological and imaging data. "Only our emotions should make us tremble” – a campaign to support awareness. For World Parkinson’s Disease Day, the ICM, in partnership with Publicis Conseil, is launching a new campaign to raise awareness and appeal for donations. The campaign will comprise a film running online and on TV, supported by a mobile phone version using haptic technology. While watching the film, the technology triggers phone vibrations, recreating the tremors of Parkinson’s disease and helping fuel a new, immersive and emotionally powerful experience. The film takes us through Tom's life, from his childhood to old age. During the key moments of his life, the different emotions he feels make him tremble. When he is older and the symptoms of the disease start to appear, his tremor is no longer due to the emotions but to Parkinson's disease itself and they don’t stop. The objective of the film is to create understanding through associating Tom’s trembling to the phone vibrations. The campaign aims to engage all generations, and to mobilise a younger audience. Because only “our emotions should make us tremble”, everyone will have the opportunity to stop the vibrating by making a donation to the ICM to support the research and help the institute to defeat Parkinson's disease.