Changing public perceptions around common stigmas in B.C.
January marks Alzheimer's Awareness Month, and the B.C. campaign aims to challenge stigma while promoting engagement with the Society. The campaign dispels the misconception that a dementia diagnosis signifies the end of a meaningful life. Through personal storytelling, a warm color palette, uplifting language, and inspiring photography, we showcase individuals living fulfilling lives despite Alzheimer's or dementia.
- 1.75 million impressions
- 650 post shares
The campaign's photography and graphic style, marked by an unexpectedly positive outlook, triggered a paradigm shift in how people perceive living with Alzheimer's. In achieving its goal, the campaign effectively transformed public perceptions, promoting a more hopeful and empowering perspective.
To optimize the Society's in-house resources and prompt clear calls-to-action, we implemented a robust content strategy. Coupled with a dynamic social media posting schedule, this strategy elevated the Society to unprecedented levels in key performance indicators (KPIs) and metrics, setting a benchmark for future campaigns.
The Society was ready to take our annual fundraising efforts to the next level and we engaged Cause+Affect to help us get there. Jane and her team delivered bold creativity, compelling messaging and inspiring design which in turn reinvigorated existing donors and generated awareness with new ones. 83% of users were new to our campaign website. The team also helped build the Society’s internal capacity to better track and analyze important metrics which is value we can build upon.
Cathryn France, Chief Development Office - Alzheimer’s Society of B.C.
