Parkinson Canada Focusses on Confidence, Power and Positivity in ELLE Canada Fashion Spread

The Parkinson Canada “Swagger” campaign by Broken Heart Love Affair that launched with a uniquely uplifting TV spot, is continuing to shift the paradigm, through fashion focused extensions that include a first-of-its-kind partnership with ELLE Canada, along with OOH and wild postings.

Featuring visually arresting images by Toronto-based fashion photographer Renee Rodenkirchen, the spread will run in the September issue of ELLE Canada (print and online), alongside the real-life stories of style and empowerment under the banner: These Canadian Women Living with Parkinson’s Are Finding Confidence Through Fashion. OOH and wild postings run through August and September.

“This campaign is already changing the conversation in ways we’ve never seen,” said Scott Townsend, vice president, brand strategy, marketing & communications at Parkinson Canada. “Beyond this bold new positioning, the agency’s ideas for how we can present the real face of Parkinson’s to the world, have been inspiring for us as an organisation, but more importantly for the more than 100,000 Canadians who live with the misperceptions of Parkinson’s every day,” he added.

“This has always been about those individuals living with Parkinson’s. Real people. And we wanted this next chapter to continue to reflect that. Initiative Media has been a terrific partner helping us find unexpected ways to bring this message to life,” said Broken Heart Love Affair chief creative officer, Craig McIntosh.

In a statement, ELLE Canada said, “We are immensely proud to spotlight these inspiring women who redefine living with Parkinson’s through their bold fashion choices and unwavering confidence. This project celebrates their strength, resilience, and the power of style in empowering lives.”