Outstanding Integrated Ad Campaign

More than 5 million Americans live with Alzheimer’s but less than half are diagnosed. While there’s no cure for the disease, getting an early diagnosis is critical, as it can lead to better outcomes for both individuals with Alzheimer’s and their loved ones. Research shows that close family members, who know their loved ones best, are typically the first to notice memory issues or cognitive problems, but they are often hesitant to say something – even when they know something is wrong. The Alzheimer’s Association’s Our Stories campaign targets all Americans, but especially those with parents or spouses who are 65+ and at-risk for Alzheimer’s. Prevalence of the disease is higher among African American and Hispanic adults. For most in our target, the possibility of a loved one having or developing Alzheimer’s is not on their radar. By telling real, relatable stories of families who had these critical conversations and benefited from early detection of Alzheimer’s, the campaign empowers family members to talk to their loved ones when they that notice something is different. With TV, Radio, Print and Digital assets, the Our Stories campaign features a diverse range of stories (race, ethnicity, language, and sexuality) and meets the audience where they are. Complementing the stories that give family members permission to initiate these conversations, the website provides the support families need to initiate these conversations through an interactive discussion guide, information on the signs/symptoms, and more. Agency: The Community, USA Chief Creative Officer and Founder: Joaquín Mollá Chief Creative Officer and Founder: José Mollá VP, Executive Creative Director: Robert Hershfield Executive Creative Director: Daniel Perez-Pallares Sr. Director of Innovation: Christopher Neff Art Director: Christopher Jones Copywriter: Aldo Gonzalez Creative Technologist: Carrie Monescalchi President: Luis Montero VP, Managing Director: Ana Bermudez Sr. Account Director: Gaby Benitez Account Executive: Odalis Lopez Account Executive: Veronica Salgueiro Account Coordinator: Kristen Paterno Sr. Director of Cultural Planning: Arty Tan VP, Head of Production: Laurie Malaga Senior Producer: Julio Rangel Senior Producer: Robert Hannau Producer: Luchis Riquelme Associate Producer: Monique Beaupre Director of Studio Operation: Thomas Bolger Manager of Creative Services: Maru Sokolowski Sr. Business Affairs Manager: Daphne Papadopulos Production: Wild Project Manager: Suzana Orsolic Design Director & Managing Partner: Thomas Lichtblau Tech Director & Managing Partner: Thomas Ragger Tech Lead: Moriz Büsing Production: Acme Filmworks, Inc Direction and Design: Bastien Dubois Executive Producer: Ron Diamond Producer: Pernille D’Avolio Client: The Ad Council Chief Campaign Development Officer: Heidi Arthur VP Group Campaign Director: Dzu Bui VP Group Campaign Director: Tracy Danicich Director Digital Product Management: Rebecca Mir Digital Product Manager: Carolina Treviño Campaign Manager: Brooke Schlesinger Campaign Manager: Sarah Mann Campaign Management Assistant: Citrine Ghraowi Director, PR, Social Media and Brand: Emily Kostic Assistant Manager, Public Relations and Social: Leah Fagen

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THE AD COUNCIL

Location: United States