Parkinson's UK.
Rebranding a leading charity to help find a cure for Parkinson’s
“We can’t do it without your support.”
A distinct voice in a crowded market place.
Audience.
“It took them four years to diagnose me with Parkinson’s. My first thought was I’m not old enough – Parkinson’s is a disease for old people. I was very depressed when I realised it would be with me for the rest if my life. We want everyone to know about the information, friendship and support Parkinson’s UK provide.”
Challenge.
There are 120,000 people in the UK with Parkinson’s, but the Parkinson’s Disease Society’s only had 30,000 active members. With public awareness at 1%, there was a huge opportunity to increase support, but the charity’s name and identity were negatively perceived.
We also needed to involve the charity’s staff and supporters, divided across 350 UK sites in the rebrand.
Insight.
The charity’s supporters were so passionate we saw that the rebrand could give them the opportunity to communicate what it’s really like to live with Parkinson’s. This idea came to life when watching a protest breaking on BBC News where the camaraderie and fighting spirit of the campaigners was powerfully communicated through the messages on their placards.
Result.
We wanted Parkinson’s UK to be a movement that everyone could be part of. We therefore created a unique stencil specifically for the charity. The stencil is used throughout the brand, for the charity’s logo, strapline and throughout its photography. The outcome is a distinct voice in a crowded market place which brings cohesion and personality to the brand.