Partner: The Guardian 


How can The Guardian better express and work from a clearer idea of the purpose of the organisation?

The Opportunity: Purpose Articulation

To work with a core team at The Guardian, including Editor-in-chief, Katharine Viner to articulate and develop The Guardian’s purpose and to recommit to their core belief.

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Professional charity focused primarily on fundrasising in order to act for beneficiaries




Reclaiming the founding spirit of the organisation as a movement of patients, carers, clinicians, researchers and more working together to improve lives and find a cure.



Creating the space 

Our approach: co-creation

We conducted a series of co-creation workshops with the Parkinson’s community (people living with Parkinson’s) and their families, friends, carers, as well as local supporters of the charity to build a clear understanding of the true potential of the Parkinson’s movement.


Bringing this together with our understanding of a wide range of models and approaches, and our Three Principles framework, we have defined a clear destination for what Parkinson’s call ‘Big Membership.’

The work that the New Citizenship Project undertook with our community has been instrumental in re-framing our membership proposition, recognising our members as active participants in achieving our overall vision - “to bring forward the day when no one fears Parkinson’s

- Julie Dodd, Parkinson’s UK, Director of Digital Transformation and Communication