The Parkinson’s Challenge Parkinson’s NSW filmed its own version of the Mannequin Challenge, starring people living with Parkinson’s and illustrating some of the many every day activities they struggle with, before delivering the end message “until there is a cure, life is our challenge”. We also interviewed sufferers featured in the video as they talked about their daily experiences with Parkinson’s. Seeding on Owned Channels We needed to execute quickly, before this trend fizzled and was replaced by another. Within 24 hours of filming we posted to Parkinson’s NSW Facebook page using small $400 budget, targeting their followers, friends of followers and people who had a link to Parkinson’s. Attracting Earned Media We approached Australian media outlets, bloggers and other link to Parkinson’s.
Result
Featuring Parkinson’s sufferers as they attempted (but failed) the to create a frozen action Mannequin Challenge demonstrated the daily challenge sufferers face and cut through with a unique twist. Speed We aimed to be the first charity in Australia to leverage the Mannequin Challenge for a cause – thus giving us a stronger PR story and appearing in feeds before charity fatigue set in. previous