Parkinson Canada begins Swagger campaign
By Rob Bale
Parkinson Canada has begun a campaign called “Find Your Swagger” aimed at Canadians with Parkinson’s disease. Developed by Broken Heart Love Affair, the campaign includes television, cinema, out-of-home and digital advertising, and content marketing with Elle Canada magazine. The video depicts a man walking along a Toronto street, swaying and swinging his arms as music plays. It ends with the tagline, “It’s not Parkinson’s. It’s Swagger.” Media work is being handled by Initiative Canada.
“First and foremost, we created this campaign for people living with Parkinson’s, not the general public,” said Craig McIntosh, chief creative officer at Broken Heart Love Affair. “By reframing the involuntary movements of Parkinson’s as ‘swagger’ our intent was to boost confidence, hoping that a shift in mindset would encourage people with Parkinson’s to worry less about hiding their symptoms or retreating from life, and get out there and live boldly.”