Redefining Alzheimer's Diagnosis

Project Objective

Our mission was to conceptualize, design, and build a new website and campaign that would resonate deeply with the target audience. The goal was to foster a direct, impactful conversation between patients and neurologists, centered around the critical question: "Is it Alzheimer's?"

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What we've done

1. Conceptualization: We dove into the emotional journey of individuals confronting the possibility of Alzheimer's. The core of our campaign became a powerful, engaging image: a patient and a neurologist in a direct, undistracted conversation. This 1:1 interaction was symbolized through the poignant question, "Is it Alzheimer's?" capturing the uncertainty and need for clarity that patients feel.
2. Creative Execution: The campaign's creative direction was anchored in the dichotomy of "YES or KNOW." This play on words emphasized not just the possibility of an Alzheimer's diagnosis but the importance of understanding and knowledge in either outcome. To visualize this, we designed a striking image showing half of a person's face clearly, while the other half remained blurred — a metaphor for the unknown awaiting discovery.
3. Website Design and Build: The new website became the campaign's cornerstone, embodying the concept of clarity, understanding, and directness. It was designed to draw users into this critical conversation, offering them a path to definitive answers through the DISCERN™ Test. Every element, from imagery to text, was crafted to ensure users felt seen, understood, and compelled to seek knowledge about their situation.
4. Unified Marketing Standard: Recognizing the power of this new approach, we began the meticulous work of aligning all marketing materials with the campaign's standards. This included updating brochures, digital ads, and educational content to reflect the new narrative and visual language, ensuring consistency across all touchpoints.

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