4media group were approached by one of the UK’s leading Parkinson’s disease charities, Parkinson’s UK to assist in spreading the message of their upcoming ‘We Won’t Wait’ campaign.

The most well-known and common medication used in the fight against Parkinson’s hasn’t changed in the past 50 years.  This fact was key to both Parkinson’s UK’s messaging and the strategy employed by the teams within 4mediarelations tasked with ensuring this message was heard across the country.

CEO of Parkinson’s UK Steve Ford and Parkinson’s sufferer Emma Lawton who was diagnosed when she was just 29, fronted the campaign to give both the expert and personal side of the campaign.

The Parkinson’s UK ‘We Won’t Wait’ campaign aims to raise essential funds that will drive forward developments in Parkinson’s research and will hopefully help find more effective treatments that are desperately needed for the 127,000 people currently living with the condition.

To mark the beginning of Parkinson’s Awareness Week, the national charity has also revealed a shocking unawareness of the challenges people with Parkinson’s face in trying to manage their condition. Just under half (49%) of people are unsure, or wrongly say that it is possible to prevent Parkinson’s, just over four in five (83%) are unsure, or incorrectly think that there is no limit to the amount of time Parkinson’s medication works for and just over three in five (62%) wrongly believe that Parkinson’s medication does more than mask or ease the symptoms of the condition.

Parkinson’s affects almost every area of a person’s life with a range of physical and ‘hidden’ symptoms including tremor, pain, sleep and mental health problems. Worryingly, there is a lack of public understanding of the day-to-day reality of living with the condition, with only a minority of people associating Parkinson’s with bladder or bowel problems (20%), anxiety (38%) and sleep problems, including insomnia and nightmares (32%)


The media team secured 25 broadcast interviews including Sky News Radio, 3 BBC stations including BBC Radio 1, BBC 5Live, BBC Radio Asiain Network, BBC Leeds, BBC Newcastle, BBC Mersyside and BBC Tees and many more regional and commercial stations.


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