All ads were displayed on April 11 itself – the official date of World Parkinson's Day – appearing several times on each media channel – in order to strengthen the impact power of the message.

By bypassing the conventional features of an advertisement (copywriting, art direction and typography), we managed to create a different, more authentic, un-mediated,dialogue between the message, medium and the audience.

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".