Cure³ is an art project devised by Artwise in partnership with Bonhams and the David Ross Foundation to raise awareness and funds for the charity, The Cure Parkinson’s Trust (CPT). The charity’s innovative approach to research has offered renewed hope for people living with Parkinson’s as it solely sponsors work that has the capacity to slow, stop or reverse Parkinson’s, a degenerative disease which currently affects more than 10 million people worldwide.
In 2017, original work created by 53 artists for Cure³ was exhibited at Bonhams. The participating artists, including Damien Hirst, Grayson Perry, and Rose Wylie, were each asked to create a work using a 20cm³ Perspex box as a frame, support or container. The sale from the exhibition raised quarter of a million pounds and all the proceeds went directly towards vital research for a Parkinson’s cure.
The press campaign began with a SKY News feature on the founder and director of the CPT, Tom Isaacs, which was broadcast five times on 14 January 2017. That same day, SKY News also held a four-minute live interview with Laura Culpan of Artwise, who co-organised the exhibition, and the artist Gavin Turk. Both features were also posted online. BBC London News also covered the opening of the Cure³ exhibition and sale at Bonhams in their news announcements.
Other highlights from the coverage secured by Paget include several news features in both the print and online editions of the Sunday Times, Evening Standard and the Daily Telegraph. Cure³ was also covered in the Financial Times supplement, How to Spend It, while Bespoke, by City A.M, featured a double-page spread of images and text on the exhibition.
Cure³ was also featured in a broad variety of weekly and monthly publications such as the RA magazine, The Art Newspaper, The World of Interiors, Mayfair Magazine and Grazia, and in online publications including Yahoo News, Spectator Life, Tatler, After Nyne and Elephant Magazine.
In total, Paget secured 46 separate pieces of coverage for Cure³, reaching a global audience of over 4 billion.