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Het Resultaat

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De Uitdaging

\n

Hoe maken we de abstracte, medische wereld van parkinson voelbaar in het dagelijks leven? We wilden een campagne ontwikkelen die niet alleen de ratio aanspreekt (de noodzaak van onderzoek), maar ook het hart raakt. Met als doel de geefbereidheid te vergroten onder een brede, maar ook specifieke doelgroep. En welk medium kan dit nu beter dan video?

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Onze Aanpak

\n

De kern van onze aanpak was 'beweging' als universeel fundament. We kozen voor dans als krachtige metafoor. Dans staat voor alles wat parkinson langzaam afneemt: ritme, controle, balans en expressie.

\n

In de campagnevideo vloeien twee werelden in elkaar over: de wereld van de vrije, vloeiende beweging en de wereld waarin elke stap moed en concentratie vraagt. Centraal staat het indringende verhaal van Ineke. Terwijl we beelden zien van dansers in hun puurste vorm, horen we haar vertellen over de vervreemding van haar man Pieter en hoe dans haar nu helpt om zijn nagedachtenis levend te houden én anderen te helpen. Door deze 'minimalistische' maar filmische stijl, waarbij we focussen op close-ups van gezichten en handen, maken we de kwetsbaarheid van het menselijk lichaam tastbaar.

\n

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Hier zijn we trots op

\n

We hebben de ernst van parkinson weten te vertalen naar een campagnevideo die hoop geeft. Met de 'Dance Challenge' hebben we daarnaast een format gecreëerd dat de standaard 'goededoelen-commercial' overtreft door een echte community-beweging te starten die iedereen uitnodigt om mee te doen.

\n

Bekijk hier de dance challenge op TikTok

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