World Cerebral Palsy Day
Brand and campaign
ROLE: branding, design, production oversight, campaign creative + Strategy, messaging + Naming, brand roll-out (2020-2023)
Creating a global movement to celebrate the 17 million+ people living with cerebral palsy worldwide
Since its conception in 2012, World Cerebral Palsy Day has grown into a global movement to celebrate those living with cerebral palsy annually on October 6th.
In collaboration with The Cerebral Palsy Alliance (CPA), Purpose created the #MillionsofReasons campaign & a new World Cerebral Palsy Day brand to modernise the movement, raise further awareness throughout the broader community about the people affected by cerebral palsy, and the millions of reasons to strive for change.
The brand update also needed to be brought up to accessability standards, and create ways for the multitudes of resource-poor organisations to seamless access, use and rollout the brand.
The Rebrand
Realising World Cerebral Palsy Day needed a visual freshen-up, CPA went on a mission to create a new aesthetic brand to suit the times, be up to date with accessibility considerations and to reflect the CP community, globally.
The brand and logo use modern, clear and legible fonts - and the motif created is designed to be reflective of a brain (where the disability stems from), as well as a collective of people coming together to form a community.
The brand was created with an advisory board of Cerebral palsy organisations globally with lived experience and years of experience working with the World CP Day brand.
The Campaign
The goal of the #MillionsOfReasons campaign was to amplify the voices, experiences, and needs of people with cerebral palsy to the wider community in order to raise awareness about cerebral palsy. By having a cohesive campaign brand and message, more organisations were empowered to mobilise audiences under one, united banner.
The campaign is designed to encouraged people living with cerebral palsy and their immediate networks to share their “reasons” for celebrating and speaking up on World Cerebral Palsy Day. We helped to mobilise influencers and CPA organisations to speak to specific ‘reasons’ in their geography by equipping them with a campaign toolkit.
Resource-poor organisations at the heart of this campaign, we created toolkits, social media tiles, and an inclusive website that lives on year-after-years as the WCPD campaigning hub.
The #millionsOfReasons campaign is designed to be agile year-on-year, to shift and change with the times. The past two years we’ve run campaigns that ask the CP community to share ideas for innovations in Accessible Technology that would help to improve the lives of those living with CP.
