Australia alzheimer's

'Strategy


We had to embed a fighting spirit at the brand’s core to galvanize Australians around this cause. So we created a highly effective but heartfelt strategy to paint Alzheimer’s disease as villain, Australia as hero. For example:




Fight Alzheimer’s. Save Australia.
Stop Alzheimer’s. Go Australia.
Understand Alzheimer’s. Educate Australia.




In just four words, we communicate the organization’s name, highlight the problem, and feature a strong call-to-action – with versatility to talk to sufferers, carers, the public, and government. Featuring a flexible logo built from language – and only two colors, for impact – the brand evolves with different messages, much like a flowing conversation. Subsequently, we devised a three-part plan: first to expose Alzheimer’s disease as villain, then hunt down and ultimately vanquish it.




Finally, we launched our fight against Alzheimer’s with a protest on Parliament. 




Result
• Government policy change, making Alzheimer’s disease a national health priority (additional $300m funding).
• 33 Federal politicians signed-up to Fight Dementia.
• Substantial funding from Pfizer and BUPA.
• Launch generated $700,000 in free media.
• 150,000 downloads of Alzheimer’s Australia iPhone app. '






The Alzheimer's Australia campaign focuses largely upon basic type in order to promote a clear and concise message. The usage of a purely typographical approach allows the campaign to remain simple and to be spread largely upon multiple platforms. This also allows the campaign to be merchandisable, and to appeal to commercial partners. With so much to say to a broad range of audiences, the identity had to be flexible, with the focus not on graphic design but creating a movement. 


To implement a similar design into the British heart foundation campaign, would allow for a design in which appears clean and straight to the point. This is highly important when marketing to a younger demographic.