Cerebral Palsy Alliance (CPA) is asking Australia to think differently. And its campaign by cummins&partners demonstrates the possibilities that occur when this happens. It is the first work that cummins&partners and CPA have launched together, after the agency won a competitive media and creative pitch this year. 

A Life Changing Movement captures the brand’s belief that “a small movement can change a life, and a great movement can change our world”. It highlights some of the many ways CPA helps unlock the potential of children and adults with cerebral palsy.

The campaign film features members of the alliance who make it all possible, including CPA chair of cerebral palsy research, Professor Nadia Badawi AM; grant recipients from CPA’s start-up accelerator, Remarkable; CPA staff and physios, as well as CPA brand heroes, Jetson, Jibby, and Lia. It also features DJ and music producer, DJ Cooper Smith; skydiver, Kirby (TikTok @ournonverballife); Paralympian, Ben Tudhope and ParaMatilda Tahlia Blanshard. The star of the show, however, is the film’s narrator: CPA brand hero, public speaker, and champion racerunner, Arran Keith.

Dyranda Hortle, general manager – marketing & communications, Cerebral Palsy Alliance, stated, “We are excited to launch our new brand campaign, which showcases the scale of capability across Cerebral Palsy Alliance. At the heart of our campaign is celebrating the stories of our alliance of great minds – our clients, employees, researchers, donors, advocates, tech entrepreneurs and supporters. These stories are about achievement, possibility and hope. cummins&partners have done a great job in bringing this campaign to life.”

Sophie Lander, national managing director, cummins&partners, added, “We are extremely proud to launch the CPA brand campaign, it’s a powerful piece that really delivers the possibility of human potential. Our teams worked very closely together, and we are so proud to share this work that we hope will truly make a difference.”

Heath Collins, Creative Director, cummins&partners, commented, “This has been an extremely rewarding experience for all of us at cummins&partners, we’ve had the awesome opportunity to work closely with the families, researchers and all the brilliant minds that make CPA possible. It’s a privilege to be a small part of such an inspiring movement.”

cummins&partners ran both creative and media. The campaign launched across the Channel 9 network across TV, BVOD, radio and digital on July 12.

Credits:
Agency: cummins&partners
Chief Creative Officer: Sean Cummins
Global Chief Executive Officer: Michael McConville
National Managing Director: Sophie Lander
National Creative Director: Heath Collins
Associate Creative Director: Chris Ching
Copywriter: Catherine Risbey
Art Director: Isabella Novak
Group Business Director: Sara Stevenson
Head of Media: Luke Maher
Media Director: Carla Bradshaw
Media Analyst: Nik Chandran
Media Executive: Renee Julian
Account Manager: Abby Johnson 
Account Executive: Samantha Vo
Brand Strategist: Meg Andrews
Integrated Producer: Amy Simmons
Head of Art: Rowan Hammerton
Illustrator: Alice Tran
Studio Manager: Emma Shaw 
Senior Retoucher: Ed Croll
Editor (cutdowns): Aloysius Teo

Client: Cerebral Palsy Alliance
Chief Executive Officer: Rob White
General Manager – Marketing & Communications: Dyranda Hortle
Corporate and Stakeholder Communications Head: Sally Durrant 
Marketing Communications Manager: Michelle Gocher
Marketing Content: Tina Wild​​

Production Company: Buddy Films
Director: Harry Sanna 
Executive Producer: Sue Walker 
DOP: Jordan Maddocks
Production Manager: Rachael Dore

Editing: ARC Edit
Editor: James Ashbolt
Grade: Winnie O’Neil

Music and Sound: Rumble
Sound Engineer: Dan William