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Parkinscents

Parkinson’s Research and Education Foundation

Issue 53 | December 2019

Agency

McCann Health New York

Creative Team

Global Chief Creative Officer: Matt Eastwood Chief Creative Officer: June Laffey VP, Associate Creative Director: Zuzana Zaloudek VP, Creative Director, Digital: Ben Bartholomew Associate Creative Director: Matt Sherring Copywriter: Brice Rothenberg Senior Art Director: Man Kim Group Art Supervisor: Meghan Patenaude Group Copy Supervisor: Samantha Cherif Associate Creative Director, Design: Sean Takach Associate Creative Director, Digital: Binh Tran Senior Digital Designer: Ivan Habalic

Production Team

Senior Production Manager: David Lacey Composite Design Artist: Chi Vuong SVP, Director of Integrated Production: Ed Zazzera Producers: Eva Pipa, Eddie Danino Senior Medical Editor: David Shapiro

Other Credits

VP, Account Director: Maria Cabrera VP, Medical Strategy: Whitney Winter Senior Project Manager: Regine Leconte Project Coordinator: Nancy Davis Experience Strategy Director: Anna Gaudio

Date

September 2019

Background

Every year, 60,000 Americans are diagnosed with Parkinson’s disease. It’s a devastating disease that causes degeneration in the part of the brain that helps to control movements.

Many people with treatable symptoms can go undiagnosed for years, some even decades.

The earlier Parkinson’s is diagnosed, the sooner treatment can begin increasing the potential for better health outcomes.

Idea

One of the earliest signs of Parkinson’s disease is loss of the sense of smell.

Commonly affected scents are peppermint, anise, and coffee. So what if a humble cup of coffee could help diagnose Parkinson’s disease? On National Coffee Day, characters began appearing on coffee sleeves, lids, posters, tent cards and coasters in coffee shops across America to educate coffee drinkers on the importance of early diagnosis.

Driving traffic to an interactive website, people were able to learn the signs of Parkinson’s and when it may be time to see a doctor.

Results

As yet unknown.

Our Thoughts

This issue of Directory is dedicated to Paul Silburn, one of the most talented advertising creatives of the last twenty-five years.

Paul was diagnosed with Parkinson’s a couple of years ago. Additional complications led to a fatal heart attack in November 2019 and a loss his young family and many friends feel deeply.

Any campaign that can help raise awareness of ways the disease can be diagnosed early in order to broaden the range of treatments available is something we would want to support. The fact Parkinson’s affects your sense of smell will be news to many people and the fact that detection is as easy as sniffing a cup of coffee is an important message.

A great insight delivered with simplicity and relevance.