Alzheimer Society of Canada

Challenge

The Alzheimer Society of Canada wanted to launch a three-year awareness campaign addressing the issue of stigma which has a significant impact on people living with dementia and their care partners.

Solution

The campaign strategy was developed following research to better understand the prevailing attitudes about dementia across Canada and the impact of stigma on people living with dementia. The campaign put people living with dementia at the centre and featured them as confident, bold messengers. Their stories were included in advertising and on the campaign landing page and the campaign ambassadors made media appearances across the country. Building on the success of year one, the campaigns for year two and three evolved visually, featuring new ambassador stories. Toolkits with templates and campaign assets helped ensure a unified campaign across Canada and made it easy for local offices to get involved.