markettiers4dc were briefed by Parkinson's UK to maximise broadcast coverage for their 2013 Awareness Week. This year, the focus on the activity was around 'Changing Attitudes' and the activity highlighted findings of a report into the discrimination faced by people with Parkinson's. The shocking research findings revealed that over half of those with Parkinson's faced regular discrimination, with reports ranging from being refused service in a shop, being accused of being drunk to even being arrested. Using these findings, we worked with the charity to create a multi-platform campaign targeting TV, Radio and online mediums to generate extensive coverage.
As well as access to Steve Ford, CEO of Parkinson’s UK and several other directors from the charity, and Parkinson’s UK were able to provide us with over 50 case studies. These case studies were available for media opportunities and could discuss discrimination they themselves had faced.
The campaign was phenomenally successful and received national and regional broadcast coverage across TV, radio and online. Despite it being only the first day of the campaign, we secured a schedule of 50+ interviews, including BBC 1 Breakfast, Daybreak on ITV, Radio 4, Channel 5 news, BBC Radio 5 Live (multiple interviews) and BBC News channel – where the story was played out as part of the rolling news coverage.
Regionally, the story was covered by over half of the local BBC radio network and was syndicated across commercial stations via Sky News Radio and Global network, and regional TV hits included ITV Meridian & Central, STV, and BBC Wales. Furthermore, BBC Breakfast’s pre-recorded case study interview was the BBC News website’s most watched video of the day.