Parkinson Canada conducts Swagger Finder campaign
By Derek Winkler
Parkinson Canada has begun a campaign called “Swagger Finder” intended to provide support to people with Parkinson’s disease. Developed by Initiative Canada, with creative by Broken Heart Love Affair, the effort features a rhythm matching tool on streaming music service Spotify. According to the not-for-profit organization, the tool helps people with Parkinson's construct a personalized playlist based on the beats-per-minute of the music, designed to encourage movement. The campaign will run on Spotify through October, supported by mobile and digital ads on the service. These will be accompanied by street posters in Toronto incorporating a QR code that links to the tool. Out-of-home support is being provided by Grassroots Advertising.
“What we love about this program is how it takes capabilities that already exist within a major music platform and finds an entirely new application for them,” said Chris Gairdner, vice-president of creative partnerships at Initiative Canada. “Spotify is increasingly helping listeners experience music through BPM, and ‘Swagger Finder’ harnesses that technology to create genuine value for the Parkinson’s community.”