“It’s the repetition of affirmations that leads to belief. And once that belief becomes a deep conviction, things begin to happen.”
- Muhammad Ali
See Parkinson Canada 2016
Year End Giving Campaign: Videos
Phase IV: Joyce Gordon, CEO
Phase II: Lena Barretto
Phase III: eCards
Phase I: National Philanthropy Day
Direction, videography, video & sound editing and animation.
Year End Giving: Campaign Artwork
Art direction & design
Summer / Fall: Fobert & Levy

“Jamie Fobert” (Video, 2017)
Direction, videography, editing & animation

“Dr. Ariel Levy” (Video, 2017)
General branded version
Videography, editing & animation

Video, emails, social media and ad assets.

Art direction & design. Video production and post-production.

Jamie Fobert was diagnosed with young on-set Parkinson’s, he has refused to let it define him, he faces each day, each challenge with a renewed strength and infectious courage.

Shot his interview late last summer, and wonderfully sat on the video since then. Waiting for the right opportunity for it to find it’s audience.

Monthly Email Solicitations should be treated like “Micro-Campaigns.” They can have a 30-day life cycle for a fully integrated cross-platform series of appeals. And, this is where the creative planning is key, because evaluating which months/periods should be allocated “Premium” assets, like videos.

Featured video content is a proven audience call-to-action driver and create more of a two-way conversation with audiences, prolongs engagement, encourages further interaction.

Charity audiences are content starved. That’s not said to diminish Charitable organizations. Charities have less resources and limited in-house capacity to offer good quality, media-rich time based assets, let alone the capacity to holistically fundraise with them in a timely manner. The result is usually that Charity content tends to live online, but never be optimally applied in Cross-platform and integrated/holistic communications products.

Charities can plot effective Rollouts easier, by building in processes that are achievable for them. This also means ignoring single-study “thought-leader” blogs that discourage them from developing bolder donor marketing programs.

1. Prepare varied collateral for multiple channel / platform distribution.

a. (i.e. Videos, Audio, Artwork & Copy for Emails, Facebook, Twitter, Blogs, Press and Etc.)

2. Self-hosted page / post with accentuated path to giving, or embedded donation form and unique URL.

a. i.e. donate.parkinson.ca/jfobert.

b. i.e. donate.parkinson.ca/april – This page lacks a built-in donation form.

c. i.e. donate.parkinson.ca/giving – This page lacks a built-in donation form.

3. Email / Social Media Rollout.

a. Video as the featured asset in Email Solicitation + Social Posts (i.e. Facebook, Twitter + Etc.)

b. Schedule 30 days of SM Posts. Multiple versions of copy with alternate artwork formatted for other channels like Facebook and Twitter. Density of posts can vary based on quality of content or concern about audience fatigue. Each appeal will have different strengths and weakness, so go by instinct.

c. (Optional) Re-edited copy for emails / posts with augmented or softened appeal for other RGP or Org audiences (mindful of overlapping constituencies), scheduled within the 30-day life cycle of the appeal.

Emails, social media and ad assets (2017) Art direction & design

Winter: Hope in Bloom

“Dr. Ariel Levy” (Video, 2017)
Hope in Bloom branded version
Videography, editing & animation

Emails, social media and ad assets (2017) Art direction & design

Video, emails, social media and ad assets.

Creative and art direction & design. Video production and post-production.

“The tulip is our symbol of hope for people living with Parkinson’s disease. Our purpose is to ease the burden and find a cure through research, education, advocacy and support services with funds raised from campaigns such as Hope in Bloom.

The Campaign raises funds through the sale of fresh-cut and potted tulips during Parkinson Awareness Month in April. Tulips are sold in bunches (8 stems) or as a potted plant (5-6 stems) in a variety of colours.”

From parkinson.ca

I sought to update the Hope in Bloom visual identity, use video again to drive donations through another Campaign microsite, as well producing varied sharable collateral. The intent was to expand on the practices we had developed in the Year-End campaign. The physical retail presence and related Parkinson’s Awareness Month activities expand the potential audience and opportunities to attract new donors. Making it an ideal pre-existing platform to experiment with expanding it beyond retail engagement and into digital spaces to generate more revenue.

"A true artist is not one who is inspired.
But, one who inspires others."
- Salvador Dali
See Parkinson Canada 2017
From the start...


Creative and art direction & design.
Video production and post-production.

December 31st, 2015 was that last day of the Parkinson Society of Canada. On January 1st, 2016 several of the federated partners and came together to serve Canadians as one unified organization, as Parkinson Canada. Amalgamating regional partners allows Parkinson Canada to better identify knowledge and service gaps within the research and health services community. To leverage existing resources and develop new ones to better serve and advocate all Canadians living with and affected by Parkinson’s disease. Also, to address the growing threat that the disease is becoming. A study funded by several charities representing multiple neurodegenerative and brain disorders, lead by Parkinson Canada found that the rate of growth for Parkinson’s disease will double by the year 2031. The study also showed that over 25 people per day are newly diagnosed. Currently, 100,000 Canadians and more than 6 million people worldwide are living with Parkinson’s.

The concept for the online campaign was based on and closed with a quote (at the top of the page) from Muhammad Ali, who recently died with Parkinson’s disease. I wanted to make a direct appeal to Parkinson Canada’s existing audience and leverage that base to drive further outreach, while doing a hyper targeted digital ad buy.

Because of these alarming statistics and expected rate of growth, there is a need for a reflexive and decisive leadership. Leadership to develop practical and up to date information and training resources. Leadership in funding innovative, basic research that can make a better life possible for Canadians living with Parkinson’s. Leadership in training more Movement Disorder specialists in Canada. Leadership in advocating for better public policy and strategies in addressing the current disease state and shaping the healthcare environment to be more inclusive of Parkinson’s symptoms and circumstances.

This change in mission priorities and the broadening of the audience Parkinson Canada identified a few key areas in which they would need to better communicate. Specifically, they wanted to analyzing their audience and look at developing more effective communication contingencies and market opportunities to not only build their revenue, but to also curate and maintain a stronger relationship with their donors. A position was created within the fundraising department, and I was brought on to fill it.

Welcome to Fundraising Marketing & Communications.

I was hired in a role to run & gun, develop content and then create it. A full scope creative, conceptualizing, writing, creating (designing, shooting, recording) and then distributing fundraising communications and marketing materials. The first three months there, I started studying their existing fundraising product suite, print and digital practices. Then started developing some new pieces and updating the aesthetics and language. Looking at the Direct Mail format, the Email Solicitations, web and social media messaging and aesthetics.

The hyper-targeting digital campaign was something the Parkinson Superwalk team was already developing and employing with an agency partner. Leveraging records from the existing database to engage with potential participants and donors in the event through modest Facebook, Twitter, and Google ad buys.

Creative campaign proposal (July 2016)

Donor Marketing & Communications Collateral (2016) Art direction, print & digital design

Year End Giving Campaign
I started working on a digital campaign to promote the PSA with a donor centric microsite and an ad buy in both digital and traditional broadcast platforms, as well as a potential run in movie theaters. At the same time, Ronen Tal (Manager of Direct Marketing) was looking to start a digital campaign set to launch on #givingtuesday. After we started brainstorming the creative and the structure of that campaign, it became clear that we should merge the campaigns. Tie-in our efforts and budgets to create a more balanced story. Also, we could leverage my re-cut PSA and digital assets in our Campaign launch, use the piece as an incentive within the #givingtuesday appeal.

I had already been in conversation with other departments about engaging people on their mailing lists for the PSA Campaign. So naturally, we transitioned that discussion to the #GivingTuesday launch. What we did, doubled the audience size and re-engaged “lapsed” supporters. Both “active” and “lapsed” audiences got a direct appeal centered on making a gift, but also motivating them to share the content and tell everyone. Turning them into the Parkinson Canada megaphone.

The year end campaign was structured with four unique content modules and a fifth phase centered on closing the story with a final “blunt” appeal.
Phase I: #YourGift fuels hope.

“Parkinson’s changes everything” (Video, 2016)
Editing & animation


Microsite Page Banner (2016, Video Animation)

Launch Year End Giving Campaign Landing Page

Emails, social media and ad assets (2016)
Art direction & design

Video, emails, social media and ad assets.

Phase one, was of course the PSA and the initial #GivingTuesday appeal. After #GivingTuesday, the copy was change and the PSA supported by would continue throughout the entire month of December in slightly different variations.

Phase II: #YourGift fuels research.

“Jacob Aguirre” (Video, 2016)
Videography, editing & animation

“Dr. Michael Vesia” (Video, 2016)
Videography, editing & animation

“Dr. Reina Isayama” (Video, 2016)
Videography, editing & animation

Emails, social media and ad assets (2017)
Art direction & design

Phase II: #YourGift fuels research.

Phase two was centred one three video profiles of Parkinson Canada funded researchers. Dr. Reina Isayama and Dr. Michael Vesia, are Fellowship Award recipients working out of the Krembil Institute in Toronto. The last one is Jacob Aguirre, a Student at Western University in London, Ontario. Jake is the recipient of the Parkinson Canada Graduate Student Award. The three videos were part of six total profiles shot for an event that occurred in mid-November. These three videos were the ones that were ready for public eyes. The other three have some stakeholder interests that have to be addressed before they see the light of day.

The email audience for this phase was significantly smaller, targeted to the basic solicitation audience. The social media engagement however drove a large audience and solicited a better engagement response than the PSA. If these two content cycles were scaled to the same size audience, the Researcher profiles would have certainly outperformed the PSA. Mostly, because the researcher profiles were donor centric content with a better impact message. As opposed to the PS.

Phase III: #YourGift is a community.

“Blake Bell” (Video, 2016)
Videography, editing & animation

Emails, social media and ad assets (2016)
Art direction & design

Phase III: #YourGift is a community.

My favourite content of the campaign and one of the harder edits I’ve had to do on a video. Not just relative to content, but in finding a way to tell the story consistently without misrepresenting its subject. Ronen (DM Manager) and I shot the interview in August this past year, after Blake was voted the Parkinson Superwalk, 2016 National Hero. Our interview was our first one and we missed getting statements to contextualize Blake’s responses to our questions. Plus, in discussion with Blake, there are some things he feels very passionate about and friends with Parkinson’s that he spoke passionately about.

This phase of the campaign was also the best received. Responses online and off were truly touching.

Blake is really easy to rally behind as well, his warmth jumps through the screen.

Phase IV: #YourGift is a strong voice.

“Joyce Gordon” (Video, 2016)
Videography, editing & animation

Emails, social media and ad assets (2016)
Art direction & design

Emails, social media and ad assets (2016)
Art direction & design

Phase IV: #YourGift is a strong voice.

We needed a way to put a soft ask into the year end thank you message from Parkinson Canada CEO, Joyce Gordon. So, the video was centred on donor, activist, volunteer, caregiver and health professional and appreciation. But framed with a continued call to action and affirming the strength in building a community.

The email was again a general piece that was aimed at a large general audience with a very soft ask, it went out with the video linking to the Campaign Microsite and only the “Donate Now” links in the header and the footer of the email. No direct ask in the email blast at all. The tone of the social media ads and posts, downplayed the thank you message slightly, and centered more specifically on impact statements. This phase ran for one week, from December 20th to the 26th. With a ramp down from the frequency during the 23rd, 24th and 25th.

#YourGift changes lives.

The ads went live on December 26th, the first email blast went out on December 27th, the second on December 31st. Phase five was the year end “hard ask.”

We focussed our tone on both the Dopamine & Serotonin rush of giving, the impact it has on people affected by Parkinson’s. But put it all in that common year end “Beat the Clock” theme to get people to give to end 2016 so their donation can be claimed as a tax credit. A practice just about every not-for-profit, charity and political organization does at year end. They drive the appeal through a filter of personal practicality.

We kept ours short and sweet, linked people directly to the campaign form and microsite. Directly to the form (again) anywhere the word “donate” could be clicked. The same as previous campaign emails, we linked visual assets back to the microsite.

The tone of the social media push was a full circle tie-in. Aesthetically, I made three different types of assets to run as broadly as possible. One that echoed the community messaging of the Phase Three cycle that featured Blake Bell, but using another person. The second featuring a lovely woman participating in a group exercise, with the “#YourGift changes lives” tagline featured. The third batch featured (Profiled Researcher) Jake Aguirre, Blake Bell and CEO, Joyce Gordon. The aim being a direct narrative wrap up. One that links back to the campaign microsite. Using the tagline, “#YourGift changes lives” to address the three specific types of stories we told throughout the campaign. The opening line mirrored the opening tone of the emails, “do this before 2017.”

This is the most work I’ve done on a single campaign, perhaps ever. Six video pieces, countless digital assets, eight email solicitations and an evolving microsite. Five rounds of pre-composed social media and sharing content sent out to all staff Canada wide.

This campaign also served as a way to test content, distribution, messaging, aesthetics and other digital communications and marketing methods that were previously unused by the organization. The forensic audit on the campaign data should be a thorough learning experience that will inform some very unique and effective digital engagement practices for Parkinson Canada.