The Danish Parkinson's Disease Association's used an untraditional "ambush" event to create awareness by creating an apartment attractively announced for sale. With 70,000 white plastic balls and numerous custom-made everyday utilities (thermos, locks, showers, water fosses, beds etc.), they gave the unexpecting visitors a hands-on experience of what it means to suffer from Parkinson's disease. This also proved the campaign pay off: "The world looks different when you suffer from Parkinson's".

The campaign cause a 30% weekly increase in membership subscriptions, with numbers still rising. Potential members (patients and relatives) are now aware of the association's public work. The promotion helped move the association's dusty image of "old men shaking" giving the surrounding world a deeper understanding of Parkinson's disease.

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DPDA: Parkinson's Apartment

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