Great minds think differently

Great minds think differently: unveiling Cerebral Palsy Alliance’s global capabilities 75 years on

Cerebral Palsy Alliance (CPA) is proud to unveil its new brand strategy and campaign, ‘Great minds think differently’, as well as a new suite of product and service improvements, to deliver on our core mission of support for people with cerebral palsy and their families. 

The new brand strategy reflects CPA’s long history of innovation and unique scale of capability. Seventy-five years ago a small group of parents got together over a simple wish – a brighter future for their children who had cerebral palsy (CP).  

Today, CPA’s global footprint includes expertise in research, advanced technology, evidencebased interventions and advocacy support for the CP community. We are world leaders in cerebral palsy research, and the world’s largest private funder of cerebral palsy research. Our global disability tech accelerator program, Remarkable, and technology research team, are unlocking the potential of technology to drive greater inclusion for people with disability. 

CPA will showcase this new brand strategy through an advertising campaign across TV, digital and print and through CPA’s owned channels, and through a new website. 

“While Cerebral Palsy Alliance is a much different organisation than it was 75 years ago, our hope for the future and mission remains steadfast – a world of opportunity for people with cerebral palsy, and their families. We believe one person can have an idea, but it takes different skills and the knowledge of many people to make that idea a reality.  This is what happens when great minds think differently,” said Rob White, Chief Executive Officer, Cerebral Palsy Alliance.

“Our new brand campaign and website better reflect the true scale of our capabilities and importantly, are aimed at raising awareness of the life-changing innovations and interventions available to the cerebral palsy community.”  

New, accessible website showcases client journey 

A centrepiece of CPA’s new brand is a re-launched website, featuring a bold new look and feel, new accessibility features, and attention on co-design and co-creation in partnership with clients and their families. 

The new website reflects digital best practice, complete with a new customer journey to enable CPA’s 5,000+ clients and their families to find relevant services, news and information with ease. A key feature of the website is showcasing best-practice interventions at every stage of a person’s life, from birth to old age. 

Additionally, CPA has launched MyCPA, a best-in-class new mobile app that will transform the way clients manage their therapy services and engage with CPA. 

“Today, Australia has one of the lowest rates of cerebral palsy in the world. We are able to diagnose and treat cerebral palsy much earlier than ever before and new generations of entrepreneurs are discovering and developing, life-changing assistive technology. This is all thanks to the wonderful alliance of great minds who work alongside Cerebral Palsy Alliance – our clients, employees, researchers, donors, advocates and tech entrepreneurs,” added Mr White. 

Other achievements by CPA over the last few years include: 

  • The introduction of three Early Diagnosis Clinics, leading the world in diagnosing and treating cerebral palsy in very young babies, enabling better outcomes. 
  • Over 50 assistive technology start-ups supported to deliver life-changing products and services 
  • Over 200 research papers produced and 600+ research grants awarded across the globe 
  • Launching and driving World CP Day – now over 100 countries participate. 

The new brand campaign launches alongside the 14th year of our successful STEPtember fundraising campaign; a fun and inclusive event which encourages people to move in whichever way they want during the month of STEPtember. STEPpers will be walking, running, swimming, dancing, cooking, gardening their way through September, to raise vital funds for cerebral palsy research and innovation. In 2022, over 124,000 people participated, raising over $10 million. 

Through CPA’s new brand and STEPtember campaigns, we are encouraging our cerebral palsy community to ‘join the movement’ in discovering and supporting life-changing solutions for people with cerebral palsy, and their families.