When it comes to reaching patients’ caregivers, it’s an artful blend of caring tone and building community.

The Alzheimer’s Association is known for providing a wealth of resources and programs for patients with Alzheimer’s disease and dementia. But not as many people realize the association also provides resources, services, and support for the loved ones and caregivers of patients.

With this campaign, they needed help raising awareness and expanding community.

To inform concepting, we heard firsthand from caregivers. They confided that there’s so much focus on the loved one with Alzheimer’s that caregivers often don’t realize the toll it takes on them as they too go through the diagnosis, medication, and management journey.

The “Me” campaign leads with empathy and understanding, validating that caregivers can often feel disappointed and overwhelmed as they go through the disease alongside their loved one. The campaign encourages caregivers to seek the help they need, leading with a phone call CTA that better fit the more senior target demographic.

As a result, the Western New York chapter of the Alzheimer’s Association saw an increase in online engagement, traffic to their resource pages, and calls to their helpline.

Pre-Roll Video

Display Ads

Paid Social Media

Campaign Evolution

As the campaign continued to gain traction, the client requested another round of assets. Still aiming to reach caregivers, this campaign evolution added a friendly face to the caregiver helpline. Each ad set featured one of the experts on the other end so that caregivers knew they’d be speaking not just to anyone who can fill a call center seat, but rather to a qualified clinician who can address their questions and concerns. This evolution spurred another increase in calls for the client.

Organic Social Media

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_{*Project completed as an employee of FARM, LLC.}