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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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.’

Creating the space 


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.



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

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