More than just the shakes
Shake It Up Australia Foundation
Issue 25 | January 2013
Agency
Ogilvy Sydney
Creative Team
Executive Creative Director: Brett Howlett Planning Director: Gerry Cyron Group Creative Director: Michael Raso Copywriter: Mietta Macfarlane Art Director: Luke Chard
Production Team
Account Management: Alison Howlett Executive Producer: Rob Spencer Producer: Gabe Hammond Director/DP: Peter Bloomfield Editor: Fraser Kelton
Date
August 2012
Background
A mini-documentary aimed solely to increase awareness of Parkinson’s Disease was launched today by the Shake it Up Australia Foundation.
The documentary is a culmination of a thought provoking awareness campaign, which was created by Ogilvy Sydney and has been five months in the making.
Starting on World Parkinson’s Day (April 11) Ogilvy Sydney threw Sydney cafes off-balance in an effort to highlight the fact that Parkinson’s Disease effects everyone.
Idea
Ogilvy produced 1,100 wooden wedges (the kind you use to hold a door open) with a message printed clearly on each side. One side of the wedge showed the title of the campaign, "It's more than just the shakes." When flipped over, the printed copy read, "Thirty Australians are diagnosed with Parkinson's disease every day. But thousands more are affected, from family to friends. You can help stop it at shakeitup.org.au".
The wedges were placed under various tables in cafés and restaurants. Cameras recorded people's reactions to their wobbly tables, spilled coffees, tipped sugar bowls and of course, their reactions to the wedge messages.
The stunt itself was designed to spark a conversation about Parkinson’s Disease and address the misconceptions that PD is just ‘an old people’s disease’, and about ‘having the shakes’, but more affects everyone connected to the person with PD – from family and friends to co-workers.
The recorded footage was made into a mini-documentary designed to amplify the message and ignite further discussion through media and editorial.