Brain health is scary.
Our goal was to educate people about their brain health and help them make the most of their brain as they age. But the brain is complex and scary and people didn’t want to talk about it.
So we used celebrities who were connected to our issue and a light-hearted campaign with advice, tips and stories to engage our audience on a very serious topic. We went national with TV, radio and out-of-home advertisements. We held community events, created a website and a community on Facebook and Twitter. And it worked. We got people talking about their brains.
‘We Need to Talk’ | :30 TV
Marcia Gay Harden was our first ‘Brain Health’ ambassador for the campaign. Her mother had just been diagnosed with Alzheimer’s and she wanted to help people understand why it was so important to take care of your brain.
‘It’s Personal’ | :60 TV
Hector Elizondo was our ‘Brain Health’ ambassador for the second year of the campaign. He had multiple family members that had Alzheimer’s disease. He did TV, radio, OOH and behind the scenes videos for the campaign to help get people talking about the issue and to make it a little less scary.
Brain Advice | Discover a New Talent & Sleep
We created a series of :15 animations that gave brain health tips. Each animation focused on one helpful tip that our audience could do to help their brain health and could help minimize their risk for dementia.
Brain Advice | Check Your Meds & Get Moving
We created a series of :15 animations that gave brain health tips. Each animation focused on one helpful tip that our audience could do to help their brain health and could help minimize their risk for dementia.
The results.
147 million campaign impressions
415,209 visits to Brainhealth.gov
Over 14 million dollars of donated media
67,000 Facebook fans with a 5.67 engagement rate
Case Study Video
The campaign achieved amazing results over several years through our surround sound approach in the media, the community and online. It won multiple industry awards and hopefully helped our audience to have healthier brains.
