Title	PRINTED BY PARKINSON'S
Brand	CHARITÉ BERLIN UNIVERSITY HOSPITAL
Product/Service	PARKINSON'S AWARENESS
Category	B03. Fundraising & Advocacy
Entrant	INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
Idea Creation	INNOCEAN WORLDWIDE EUROPE Berlin, GERMANY
PR	MEDIAMONKS AMSTERDAM, THE NETHERLANDS
Production	MEDIAMONKS AMSTERDAM, THE NETHERLANDS
Production 2	COSMOPOLA Berlin, GERMANY

Name	Company	Position
Gabriel Mattar	Innocean Worldwide Europe	European CCO
Ricardo Wolff	Innocean Worldwide Europe	ECD
Reinier Gorissen	Innocean Worldwide Europe	Associate Creative Director
Marlon von Franquemont	Innocean Worldwide Europe	Associate Creative Director
Leonie Knorr	Innocean Worldwide Europe	Account Manager
Sanja Colli	Innocean Worldwide Europe	Student Account
Kevin Hipke	Innocean Worldwide Europe	Jr. Art Director
Nicolaas Kotzé	Innocean Worldwide Europe	Sr. Designer
Jeremy Craigen	Innocean Worldwide	GCCO
Jeff Baker	MediaMonks Amsterdam	Executive Producer
Javi Sancho Rodriquez	MediaMonks Amsterdam	Sr. Project Manager
Dennis De Rooij	MediaMonks Amsterdam	Sr. Project Manager
Geert Eichhorn	MediaMonks Amsterdam	Innovation Director
Martijn Grootendorst	MediaMonks Amsterdam	Technical Director
Roan Laenen	MediaMonks Amsterdam	Creative
Mischa Loppies	MediaMonks Amsterdam	Senior Designer
Djordan Papilaya	MediaMonks Amsterdam	Development
Bjorn Rodermond	MediaMonks Amsterdam	UX Designer
Dr. Lucia Feldmann	Charité- Universitätsmedizin Berlin	Doctor
Frank Groll	Cosmopola Artist Management	Director
Katja Kirmse	Freelancer	Interviewer
Prof. Dr. Andrea Kühn	Charité- Universitätsmedizin Berlin	Head of Movement Disorders and Neuromodulation
Christian Meyer	Freelancer	Music Artist
Barbi Miczoch	Cosmopola Artist Management	Producer
Nicolas Holz	Innocean Worldwide Europe	Copywriter
Ender Sünni	Cosmopola Artist Management	Photographer
Carlos Suárez	Freelancer	Editor
Alice Joo	Innocean Worldwide Europe	Editor
Karl Linderoth	Innocean Worldwide Europe	Creative intern
Emerson Martus	Innocean Worldwide Europe	Production intern
Rodrigo Pernas	Innocean Worldwide Europe	Creative intern
Bitchiko Varshanidze	Innocean Worldwide Europe	Creative intern
Dr. Viva-Katharina Volkmann	Charité- Universitätsmedizin Berlin	Management
Verena Wolff	Charité- Universitätsmedizin Berlin	Public Relations
Alexandra Thiede	Charité- Universitätsmedizin Berlin	Social Media
Manuela Zingl	Charité- Universitätsmedizin Berlin	Public Relations
Jessica Oemisch	Charité- Universitätsmedizin Berlin	Public Relations
Alexandra Bredigkeit	Charité- Universitätsmedizin Berlin	Public Relations

Background

Over 10 million people in the world are living with Parkinson’s. Every 9 minutes someone is diagnosed – making it the fastest-growing neurological disorder in the world. Even though Parkinson’s was first diagnosed in 1817, there is still no cure. Most people only know Parkinson’s as the “Shaking-disease”. But Parkinson’s is a complex disease with more than 40 symptoms which always develop differently. Due to a lack of awareness patients are frequently misjudged as being drunk or mentally insane – and often choose to socially isolate themselves. To break this stigma, it’s important that patients share their stories. As Parkinson’s rarely gets media attention, we needed an innovative concept that would break through the clutter stressing the urge for more understanding and research

Describe the creative idea

Together with Charité Berlin, one of Europe’s largest University Hospitals, we launched Printed by Parkinson’s – an art collection created by the first machine affected with a human disease. We asked six patients to name an object that became difficult to use due to Parkinson’s. Then we recorded their kinetic and neurological data to create 6 unique data sets. Every object was 3D-printed according to the tremor data of each patient – visualising the impact Parkinson's is having on their daily lives. The collection was launched on World Brain Day and exhibited in Berlin, Online, the stories educated people on the first signs, the progression of the disease and the latest treatments. Today, the collection is permanently exhibited in the Neurology Department at Charité.

Describe the strategy

Due to the lack of media attention, we needed an innovative concept that would break through the clutter. We needed an idea that would communicate the impact of Parkinson’s quickly and would engage people to learn more. We believed the collection would make the biggest impact if the objects represented personal stories. So we collected their personal tremor data and used it to 3D-print their most beloved object representing their daily struggle with Parkinson’s disease. To break the stigma, we had two goals: we wanted to educate the public by making a visual representation of a problem you can’t explain in one sentence. These visually striking objects engaged people to learn the stories of the patients behind the objects, educating them on the first signs, the progression of the disease and the latest treatments. Secondly, we wanted to inspire all patients to open up and share their stories.

Describe the execution

We believed that the art objects would make the biggest impact if they represented personal stories. So, we 3D-printed each object while only using the personal tremor data of the patient who chose the object. To make the objects true art pieces, we used a filament with 30% real bronze particles. The collection was launched on World Brain Day and exhibited in Berlin. To attract visitors, we launched a press-release and put up posters throughout the city. At the exhibition we placed educational panels unveiling the stories behind the objects ¬– while interviews with patients and doctors were shown on a screen. A catalogue could be taken home for sharing. The microsite was the digital centrepiece of the project, educating people online. We developed a package of social media assets to increase traffic via Charité’s social channels. The final touchpoint is a permanent exhibition in the Neurology Department at Charité.

List the results

The launch exhibition was visited by hundreds of people from different kinds of fields – from doctors to Parkinson’s patients and art lovers. The collection was broadcasted during the evening news on national television in Germany. It was published in international health magazines, design blogs, media outlets, and widely shared across the global Parkinson’s community. The collection was exhibited at Health Conferences – reigniting a global debate on the importance of more understanding and research. Multiple patients from different countries contacted us to ask if they could participate in our project and share their story. This shows that the Printed by Parkinson’s collection created a positive change within the international Parkinson’s community. And the collection will keep making an impact forever. It’s now permanently exhibited in the Neurology Department at Charité, inspiring all patients and their loved ones to break the stigma, one story at the time.