We needed to give legitimacy to Parkinson's and increase empathy towards those suffering from Parkinson's disease.

Their shaky handwriting created a powerful, graphic and self explanatory way to express the degenerative effects of the disease and its effect on the lives of 20,000 patients in Israel. This was the most authentic way to show the people behind the illness.

Overwhelming interest in the campaign helped us obtain free high profile media exposure in 4 out of 5 national newspapers, leading websites and major outdoor sites, reaching close to 70% of the population on World Parkinson's Day itself.

Reach 1+ National Newspapers: 48.63% of the population.

Total reach 1+ including Press, Outdoor, Internet: 68.00% of the population.

Website&Facebook traffic was up 200%.

According to the CEO of the Israel Parkinson Association, Mr. Alex Moisescu, "For the first time ever, World Parkinson's Day was properly marked in Israel".