Parkinson’s Victoria (PV) funds research into the Parkinson’s disease and provides support to the 80,000 Australians who suffer from it. As a charity, they receive limited government support and rely on private donations. Our challenge was to turn this unreliable trickle into a steady flow. Idea: 30 hand-picked captains of industry received a simple package with a CD inside. When they played it, each watched Jennifer (a young woman with Parkinson’s) wake up, then write a name – their name – on an envelope and struggle out into the world. As the film continues, it becomes clear that Jennifer is making the painful journey just for them. Each sees her travelling right up to his/her businesses’ front door. Further, it appears that they’re watching the making of the film they’ve just received. A plea for donations that was hard to deliver, but easy to act on.

Charities the world over rely on asking people for donations. For some, though, even that’s difficult. Because for someone with Parkinson's, it's physically painful and intensely personal.

In July 2012, thirty of Australia’s wealthiest, most influential business leaders received a package, hand delivered by a woman to their company’s front desk. It was simple, hand-written piece of paper folded around a DVD.

They inserted the film into their office PCs, and pressed play. Each watched Jennifer, a young woman who's body has been ravaged by Parkinson's Disease, struggling on a journey – a journey made just for them.

She makes her way, slowly, right up to their actual office to hand deliver her package: the making of the film they’d just received.

Jennifer’s plea made its case simply by showing how hard it was for her to go out and ask for help.

The campaign launched in June 2012 and the results are a long-term proposition. Thus far, Parkinson’s Victoria has signed up 3 new corporate partners — each pledging to give $10,000 plus. Generous one-off donations of $5,000 (and counting) have also been received, many of them confidential. And Jennifer is about to be interviewed on upcoming national TV and radio programs.