Our brief was to turn the unspoken into the unforgettable. By 2030, Alzheimer’s disease will kill more Australian’s than cancer, and there is no cure. Few Australians know this and the Australian Government doesn’t even recognise it as a chronic disease. Although it’s Australia’s third biggest killer, Alzheimer’s disease is merely 104th in the donations ranking. Research has shown that to stand a chance of receiving substantial and consistent donations, you need to be in the top 10. Visionary CEO, Glenn Reese, put the brief best when he said, “let’s put a bloody great big bomb under the problem”.

We knew we had to embed a fighting spirit at the heart of the brand to galvanise all Australians around the cause. However, to only speak of the fight would not be appropriate to all audiences. It must be flexible enough to handle a variety of messages, to talk to sufferers, carers, the public, and government. The brand features a flexible logo that changes and evolves to communicate different messages – like an ongoing conversation. Using 2 colours and often just 4 words we communicate the name of the organisation, highlight a problem, and feature a strong call to action.

-The brand launch alone generated the equivalent of $700, 000 in free media spend.-150,000 downloads of the Alzheimer’s Australia iPhone app.

-Increased funding was debated in parliament the day after launch.-Australia's premier nightly news program ‘The 7:30 Report’ ran a special feature on the launch.

-33 Federal politicians signed up to the fight dementia website.-The Prime Minister mentioned the Fight Dementia campaign on national television.-Secured additional funding from major sponsors Pfizer and BUPA.