12/05/2026
Global campaigns do not land everywhere in the same way.
A message that creates awareness in one market may need more context, education and local relevance in another.
For AbbVie’s World Parkinson’s Day campaign, the global moment was clear. On 11 April, landmarks around the world turn blue as part of Spark the Night, a movement to raise awareness of Parkinson’s disease.
In South Africa, working in collaboration with advocacy group Parkinsons ZA, we helped bring that moment to life by illuminating Constitution Hill.
The visual was powerful, but the strategy was bigger than the building.
The work was about making a global campaign meaningful in a local context. That meant understanding the awareness gap, choosing a site with national significance, foregrounding patient advocacy, involving credible partners, and building a story around lived experience, misdiagnosis and recognition.
That is what strong localisation does.
It turns a global moment into something people can understand, care about and act on.
Need help making a global campaign work locally? Get in touch: [email protected]