Executive Summary - May 2015
Parkinson’s Action Network (PAN) has been the driving force for change in policy around Parkinson’s disease since its founding in 1991. Taking on the indomitable spirit and energy of its founder, Joan Samuelson, PAN built a dedicated and effective core of grassroots leaders who amplify the impact of a small staff for impressive results.
Over the past 25 years, PAN has embraced its identity as the unified voice for the community. In this role, PAN has changed laws and policies, increased funding for scientific research, and built a caucus of lawmakers that look to PAN for information and guidance.
PAN has relied on a small group of insiders. It has coordinated leaders rather than amplifying the multitude of voices that could be unified in advocacy. PAN must position itself as a leader and partner for the Parkinson’s community by leveraging its existing base to drive increased engagement. Its messages, shared through its online resources, Facebook page, and Twitter account, must provide a simple, compelling entry point for involvement.
As it celebrates its 25th anniversary year in 2016, PAN enters a unique moment. PAN can use this opportunity to become the partner that restores a sense of agency for people newly diagnosed with Parkinson’s disease, empowers local voices, and amplifies the impact of each individual and local group.
PAN will launch the Voices of Parkinson’s Campaign to celebrate its advocacy victories with its founding partners and current network of advocates and to challenge the wider community to find your voice.
Even if you can't find the words, find your voice.
The concept of voice provides a simple, compelling concept. It resonates both in an advocacy context and within the Parkinson’s community, recognizing a common casualty of the disease. It can be used to frame PAN’s work and increase engagement with PAN’s messaging in local communities, on the website, and through Facebook and Twitter.
The campaign will consist of three pillars targeted to prospective member organizations, PAN’s four founding partners, people newly diagnosed and their caregivers in key congressional districts, and the existing network of advocates. Novices and experienced advocates, individuals and organizations: the campaign spans the Parkinson’s community, but targets PAN’s communications strategies where they can have the greatest influence on policy.
Use the 25th Anniversary to Launch Voices of Parkinson’s
Rally existing supporters to deepen engagement
Make it easy for new supporters, both organizations and individuals, to find their voice
Through the three pillars, PAN will engage other Parkinson’s organizations as PAN members, increase PAN’s visibility among member organizations’ supporters, expand grassroots awareness, and grow PAN’s presence in traditional media in targeted Congressional districts.
Beginning to prepare for the campaign in June 2015 and launching in January 2016, PAN will create a digital hub to share stories, find resources, and connect with other advocates. It will rally existing partners and supporters to act as brand ambassadors, sharing their experience with PAN across their spheres of influence. It will launch a tiered membership structure and that connects PAN, its founding members, and Parkinson’s organizations around the country.
Through this plan, the Parkinson’s Action Network will have the framework and strategy to embrace the next 25 years of advocacy. Building on its unique strengths and position in Washington and among the leaders of the Parkinson’s community, PAN has the competitive advantage to seize this moment.
By empowering and amplifying the voices of the people with Parkinson’s with new and varied opportunities to engage, PAN will have an even greater impact moving forward.