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Alzheimer Society breaks new campaign

The Alzheimer Society has begun a television campaign in support of its monthly donor program. Developed by Stephen Thomas and Mission Productions, the eight-week campaign focuses on the organization's work to fund medical research into the disease. It makes use of 60-second commercials on Corus Entertainment television stations in Ontario. The creative directs viewers to a website at <> for additional information about the disease. The site also hosts a two-minute version of the ad, which depicts a father teaching his daughter to drive. Additional campaign elements include display and video advertising on Facebook, email communications and direct mail.

"We wanted to create a campaign that is emotional and authentic to captivate viewers as we tell two parts of a family's story," said Bryan Tenenhouse, chief creative officer at Stephen Thomas. "The first part depicts a cherished memory. The second part shows what can happen to that memory, and that Alzheimer's disease spares no one."

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