At the core of a mission: raising awareness about Parkinson’s disease

First and foremost, a “discovery phase” through exhaustive workshops and audits was set in motion. It was necessary to better define the context and objectives as a brand, the status quo and unique content opportunities, as well as positioning in relation to other players in the field and industry.

With the ultimate goal of becoming a benchmark for the healthcare community, people living with Parkinson’s and caregivers, our strategic coaching focused on:

• strengthening Parkinson Québec’s positioning to increase brand awareness
• increasing audience coverage through the production of social content
• communicating the organization’s philanthropic DNA through content focused on education and awareness

Brand voice, community management, visual approach, platform codes, pillars and content series. These are just a few examples of the areas we then tackled, at editorial level, to establish a global strategy ahead of future productions.

Strategic work pays off

With a new content strategy in place, we moved on to the next phase of our collaboration. Producing impactful, important and emotional content to fuel the upcoming campaign.

The power to act

Parkinson’s disease can be a difficult ordeal, both for those living with it and for their loved ones. However, it is essential to remember that no one is alone in this struggle.

In a series of advertising videos, with Magalie Lépine-Blondeau as spokesperson, the creative team wanted to demonstrate the solidarity that unites people who are affected by this little-known and poorly understood disease.

Beyond the tremors

In that stride, a podcast hosted by Magalie’s sister, Eugénie Lépine-Blondeau, followed in May 2024.

The strategy behind this content was to create a reference that will remain relevant over time, not a content investment that would be too ephemeral. It highlights different aspects of the disease, whether scientific, social, family-related or medical. The podcast provides a better understanding of the disease and the importance of supporting research, through encounters with specialists, but also with people living with Parkinson’s and their caregivers. We believe that this podcast will live on for several years to come, becoming a tool for the organization and for those affected by the disease in one way or another.

The series entitled “Parkinson, au-delà des tremblements” is available on OHdio.

Brand content production ratio: 30-70

At Toast, we regularly bring to the table the 30-70 concept: 30% production, 70% operations. The final project is rarely an exact reflection of this ratio, but this idea sets the table for the importance of thinking about budgeting for the publication, distribution and amplification of the content produced.

As a result, we worked with our collaborators to create a media plan that would give Parkinson Québec’s campaign massive exposure. We were thus able to favour local media. They were generous in their support for the cause, with a plan 100% dedicated to their ecosystems in linear TV, connected TV, digital platforms, video, audio and radio.

Influencer marketing: the cornerstone of this campaign

The choice of the Lépine-Blondeau sisters as spokesperson and host was based on their values and proximity to the reality of the cause.

Thanks to this natural fit, coupled with the application of the principles of an influence campaign, we were able to bring in:

25M

The number of impressions during April – Parkinson’s Awareness Month.

23,3K

The number of listens to the podcast broadcast on OHdio – 188% more than expected.

50%

The average completion rate for episodes of the podcast broadcast on OHdio – branded content usually generates 36% completion rates on average.