In a partnership with London-based charity Parkinson’s UK, global media company Engine has launched a campaign to raise awareness of the neurological condition.

Parkinson’s is far more than just the widely perceived ‘shakes.’ This is the premise which moves Engine and Parkinson’s UK’s new campaign, launched in April to mark World Parkinson’s Day.

The campaign aims to use video content to send a clear message, challenging common misconceptions around the disease. It will run for six weeks on broadcast VOD and across Facebook and Instagram social channels.

The partnership between the two companies gave life to ‘Parkinson’s is,’ an emotional campaign aimed at highlighting the different challenges of the Parkinson’s condition. The initiative pivots on a film featuring several people affected by Parkinson’s, and describing the condition as their ‘depression,’‘slowness of movement’ and more. To ensure authenticity, the film features actual Parkinson’s patients as opposed to actors and its director, Chris Parton, used pacing and music that suggests an intense and claustrophobic atmosphere, relating to the brutality of the condition.

“The campaign highlights the reality of life with Parkinson’s through the portrayal of relatable and authentic moments,” head of brand, marketing and content at Parkinson’s UK’s Hannah Dedman says. “For too long Parkinson’s has been misunderstood or put on the list of health conditions that are just an inconvenience. The ‘Parkinson’s is’ campaign is looking to actively challenge these misconceptions and get Parkinson’s noticed by those who don’t know someone living with it.”

For more Communicate magazine, sign up for the Transform newsletter here and follow us on Twitter @Communicatemag.