In 2012, Ogilvy & Mather Sydney worked pro bono to raise awareness of the Shake It Up Australia Foundation, an organisation raising money for Parkinson’s disease research. O&M produced wooden wedges inscribed with the message that 30 Australians are diagnosed with Parkinson’s disease every day. The wedges were placed under tables in cafés and restaurants across Sydney on World Parkinson’s Day (11 April), making them shake in imitation of the most well-known symptoms of the illness. The stunt was designed to get people thinking about Parkinson’s and help them realise that it isn’t just ‘an old people’s disease’; in fact, roughly 10% of people diagnosed are in their 20s and 30s. People’s reactions to the wobbly tables and the message inscribed on the wedges were filmed and made into a mini-documentary.
The film was used to amplify the message and ignite further discussion through media and editorial resulting in a 400% increase in visitors to shakeitup.org.au.