Sander Vandenbroucke
Director of Photography (DOP) at CZAR
Bruxelles, Belgium
TitleThe Write Thing for Parkinson
Agency
Campaign The Write Thing
Advertiser VLAAMSE PARKINSON LIGA VZW (FLEMISH PARKINSON ASSOCIATION)
Brand VLAAMSE PARKINSON LIGA VZW (FLEMISH PARKINSON ASSOCIATION)
Date of First Broadcast/Publication
Business Sector Public Safety, Health & Hygiene
Philosophy A better awareness of Parkinson’s was needed. Patients (10% of the estimated 65.000 are under 50!) have to cope with social consequences (job loss and isolation) on top of symptoms like the gradual loss of fine motor skills. More than awareness, patients need therapy. Research shows writing on a daily basis slows down the loss of these skills. We chose to launch a positive and activating campaign in which we combined an awareness campaign with writing therapy. We activated people (via TVC/Facebook/Instagram/online platform/DM) to help patients with their writing therapy while surprising their loved ones with a handwritten message. 
Result To raise awareness, we campaigned on TV (11th to 30th June) and Facebook/Instagram (11th to end of July) from where we draw people to our online/mobile platform (activation). We invited people to help Parkinson’s patients to maintain their fine motor skills while surprising their loved ones with a handwritten message. People simply had to send their personal text messages via Dothewitething.be and then patients handwrote those messages on the front of a beautiful postcard. On the back the patients personally signed an activating call to action that made people aware of Parkinson’s consequences: help us with our writing therapy and send a card too. That way we activated receivers to become senders in return (MGM). The postcards created a high impact in thousands of letterboxes. Let’s not forget the power of a handwritten message in these digital times.Describe the success of the promotion with both client and consumer including some quantifiable resultsBy airing the TVC in prime time we reached 2.916.444 Flemish people in two weeks time and made them more aware of Parkinson's disease. We also gained awareness on Facebook through 288.875 impressions and on Instagram through 625.000 impressions, thanks to the support of many Flemish celebrities. The campaign generated more than € 300.000 in earned media (through Instagram, Facebook, press content, radio & TV). During the 5 weeks the online campaign ran, 16.975 visitors of the online/mobile platform Dothewritething.be got an even better understanding of Parkinson's disease. We converted those visits and other impressions in more than 2000 sent personal, handwritten cards. Spreading the message even further. So finally we gained more than 1.200 hours worth of therapy for the PD patients. Without a doubt the most important number in these results.Explain why the method of promotion was most relevant to the product or serviceThe Flemish Parkinson’s association wanted more awareness. But more than awareness, patients need therapy. Research showed that writing on a daily basis helps Parkinson’s patients to maintain their fine motor skills (which they slowly lose due to Parkinson’s). So we combined an awareness campaign with a writing therapy, which was the center of our activation. We activated people to help Parkinson’s patients while surprising their loved ones with a handwritten message. People had to send their personal text messages via Dothewitething.be and then patients handwrote those messages on a beautiful postcard. On the card’s back the patients left a powerful call to action: help us with our writing therapy and send a card too. That way we activated receivers to become senders in return (MGM). The postcards created a high impact in thousands of letterboxes. Let’s not forget the power of a handwritten message in these digital times. 
Media Type Case Study
Length
Creative Director
Creative Director
Creative Director
Art Director
Copywriter
Patient/Concept Assistant
Account Director
Strategist
Design Director
Social Media Director
Community Manager
Content Producer
Print Producer
Print Producer
Producer
Producer
Director
Director of Photography (DOP)
Music
Online Video

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