First Medical Communications worked closely with Lundbeck Ireland and the Parkinson's Association of Ireland (PAI) to create a highly impactful campaign that would highlight the lesser known non-motor symptoms of Parkinson's disease – such as a deterioration of the sense of smell and taste.

The campaign, titled 'Understanding Parkinson's Disease – It Makes Sense', was launched with a creative photoshoot featuring celebrity chef Neven Maguire who lent his famous nose to emphasize the focus on senses.

The campaign received widespread print and broadcast coverage, including the front page of the commuter paper Metro Herald and extensive features in the Irish Times, Irish Independent, Irish Examiner and the Irish Farmers Journal. Coverage encouraged those with the highlighted symptoms to speak to a dedicated Parkinson's nurse (provided by the Parkinson's Association of Ireland) or to visit www.parkinsons.ie to assess whether their symptoms warranted further examination. This initiative provided the PAI with a memorable new platform for engagement with their stakeholders.