Parkinson’s UK – Arthur’s Quest (Brainbox Challenge)
Parkinson’s UK needed an interactive campaign that examined living with Parkinson’s disease in an immersive and escapist way. Their aim was to give families affected by the disease a chance to come together and understand what their loved ones go through.
The creative team at Parkinson’s already had the idea of using an interactive medium. I suggested creating a video-game inspired puzzle with an emotive narrative at its core, with each story chapter locked behind a puzzle.
The fundraiser encouraged people to walk 30 miles in 30 days – with the next part of the puzzle unlocking every 2 miles.
“You have been tasked with finding the mysterious grotto of a legendary beast.It is said that just one scale can be worked into the strongest and lightest armour. On your way, you must overcome puzzling challenges and perils, all intent on deterring you from completing your quest”
Writing the Narrative
I pitched a few narrative ideas to the creative team.
We settled on the fantasy world, knowing that we could use the story as a metaphor for the gradual physical decline Parkinson’s sufferers experience.
I worked with the Creative Director at Parkinson’s to bring in language that is synonymous with the disease, and incorporate it into the narrative.
For instance, the character gets stuck in a bog. They feel paralysed and weak, but they are then empowered and summon more strength.
As the development went on, we increasingly wanted to make this an inspirational experience. One that could bring families together but also to provide hope and evoke resilience.
Notes to guide the narrative, including long-term campaign direction.
