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.