The healthcare costs related to medical problems resulting from Alzheimer’s are growing annually at an alarming rate. The Alzheimer’s Association sought to have the government designate the situation as a national crisis requiring separate and direct funding for research to help find a cure. This action would mark the third time in U.S. history – alongside cancer and HIV/AIDS – that an organization would ask for this direct funding to help solve a health crisis.

Together, we developed a campaign to heighten awareness around the problem among government legislators. We developed a series of targeted advertisements displayed primarily to a DC-centric audience at metro stations in the city as well as news stations such as CNN and MSNBC. The campaign advertisements – which came to be known as the “Money Brain” ads – were focused on using strong data points and bold imagery to convey its message.

Our work included concept development and creative direction for a national campaign, including broadcast commercial, digital, social, print, and outdoor promotions.