Campaign Proposal

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Introd

uction

ry

a
Summ

What is

Alzheime

rs?

Situation

ien
The cl

The com

petitor

The target m

arket

The campaign

Sources

Introd

uction
The task for the Major Project
was to create an advertising
campaign for an existing client.
First we had to decide if we
want to design a commercial or
a social benefit campaign and
started with the research of the
client, the competitor, the target group and the media touchpoints.
The next step was to find a
message which addressed the
target group and to think about
how we want to transport this
message.
To create a Campaign means
to transport the same message
via different media, for example
posters, magazine ads, postcards or TV commercials.
This proposal book shows a
summary of my idea for a social campaign and analyses
about the target market, the
client and competitor and finally
my campaign advertisements.

Introd
urcytion
a
m
Sum

Alzheimers is a collective name

for progressive degenerative
brain, dementia. Alzheimers
Australia is an association for
people with dementia. It offers
support, information, education, training, service and help
for people who live with dementia, their families and relatives.
Medications and care is very
expensive, thats why companies are dependent and rely on
donations.
With my campaign I want to
sensitize people for the disease
and show the most common
consequence of dementia, the
forgetfulness. In the worst case
people with dementia cant
even remember their families.
The target market for my campaign is between 35 and 55
years and they are the children
of affected people. They have
family and they are employed.
The touch points are restaurants and cafes and the main
city in general.
For my campaign I took portraits of people with different

age with a post-it on their foreheads.

I choose post-its because nearly everyone uses them to remember things. On the post-its
is written your husband, your
son or your granddaughter. It
shows a family who wants to
help an affected person to remember them. Because of the
word you the people should
feel concerned and it creates
sympathy.
The campaign includes print
announcements, posters, postcards and a TV commercial.
The posters are in landscape
format for billboards, as well as
the postcards which are available in cafes or restaurants. The
print ads are in portrait format
and in magazines. On the magazine ads and on the postcard is an additional text written
which explains the disease and
motivate to help.
The TV commercial shows a
collection of all the people with
post-its on their foreheads and
is supported by a slowly and
emotional song. In the end its
written you can help to make
their life easier, which should
motivate the people to support
the company.

Introd
urcytion
What is
a
m
AlzhSeuim
mers?
Alzheimers is a disease of the
brain and the most common
form of dementia. It affects
memory, thinking, behavior,
emotion and the ability to perform everyday tasks. There is
no cure for it and can lead to
death.
The German psychiatrist and
neuropathologist Alois Alzheimers first described it in 1906.
Thats why it is named after him.
It is common after the age of
65. It is not a normal part of
ageing and distributed all over
the whole world.
According to a study in 2004 the
most people with Alzheimers
living in the United States and
in Australia.

Disability-adjusted life
year for Alzheimer and
other dementias per
100,000 inhabitants
in 2004.
no data
less than 100
100-120
120-140
140-160
160-180
180-200
200-220
220-240
240-260
260-280
280-300
more than 300

Introd
What is Situatiomnaurcytion
AlzhSeuim
mers?
Most people not really know
the diseas and think that it is
a normal part of ageing. Also
medications and care is very
expensive. That is why companies and associations are dependent and rely on donations.

cause of death in Australia:

1. heart disease
2. stroke
3. dementia

1 of 4 people over the age of 85 have dementia

280.000

Australians
currently live with demetia

Innttrod
What iTsheSictluieatiomnaurcytion
AlzhSeuim
mers?

Alzheimers Australia was founded 1989 and offers support,

information, education, training
counselling and help for people with dementia, their families,
relatives and carers.
It is supported by the Government and works in partnership
with other peak consumer bodies and stakeholders, as well
as the Commonwealth.
It also has its own research
foundation.
Today it exists in each State
and Territory in Australia.
Its last campaign was a very
clean series of posters with just
typography with less, maybe
not enough emotion for a social
campaign.

The com

petitor
Innttrod
What iTsheSictluieatiomnaurcytion
AlzhSeuim
mers?

The biggest competitor of Alzheimers Australia is the Alzheimers Association Queensland (AAQ) which is the only
independent Alzheimers Association in Australia.
It was founded 1983 by a small
group of carers and is now the
largest provider of dementiaspecific care, education, information and support services in
Australia.

The com

petitor
The Intattrogdet m
What iTsheSictluieantiomnaurcytioanrket
AlzhSeuim
mers?
The target group for this campaign are the children of the
affected people, of people with
Alzheimers.
They are between the age of
35 and 55 and the children of
the affected people and usually
the family members who care.
They have a good job and already an own family, husband
or wife and children. They are
employed and the salary is normal.
They like to do sports and go to
restaurants and cafes to meet
friends.

A typical representative of
the target group
My name is Linn and I am 41
years old. I studied and work
now in an agency for Media
and my salary is normal.
I married nine years ago and I
have three children, two boys
and one girl.
My family is the most important thing in life for me, I
couldnt live without them!.

In my free time I like to go to

cafes and restaurants to meet
friends. Moreover I play tennis
to stay fit.
My father is 76 years old and
has Alzheimers since 5 years.
I want the best possible care
for him and want to understand
the disease so I am able to help
him if necessary.
Medication and carers are also
very expensive thats why I am
very happy about donations.

The com
petitor
The
The Icampaign
ntat ogdet ma
naurcytionrket
What iTsheSictluieanttirom
AlzhSeuim
mers?
Media I use are posters, magazine ads, postcards and TV
commercial.

My campaign should sensitize the people for the disease.

It shows a possible consequence, the forgetfulness.
In the worst case people with
Alzheimers cant even remember their family and friends and
that is what I am going to show
in my campaign.
For that I use post-its because
nearly everyone uses them to
remember things and know
them.
For my posters I took portrait
photos of people with a postit one their forehead. On these
post-its is for example written
your husband, your daughter or your grandson.

The posters are for billboards

in the city for example at train
stations. The postcards should
be available in restaurants and
cafes.
On the magazine ads and on
the postcards is an explaining
text written about the disease,
because usually if you read a
magazine or a postcard you
have time.
The explanatory text:
Dementia is a collective name
for progressive degenerative
brain, dementia. Alzheimers
is the most common type. It affects thinking, memory, behavior and the ability to perform
everyday tasks. Its not a normal
part of ageing and is common
after the age of 65. In Australia
currently 280.000 people live
with dementia. You can help to
make their lives easier.

The com
petitor
The
The Icampaign
nt t
luieantatiroogndeautads
cytmioanrket
What iTsheSiMagazine
c
t
r
m
AlzhSeuim
mers?

The com
petitor
The
The Icampaign
nt t
luieantatiroogndeautads
cytmioanrket
What iTsheSiMagazine
c
t
r
m
AlPosters
zhSeuim
mers?

The com
petitor
The
The Icampaign
nt t
luieantatiroogndeautads
cytmioanrket
What iTsheSiMagazine
c
t
r
m
AlPosters
zhSeuim
mers?
Postcards

The com
petitor
The
The Icampaign
nt t
luieantatiroogndeautads
cytmioanrket
What iTsheSiMagazine
c
t
r
m
AlPosters
zhSeuim
mers?
Postcards
TV Commercial

Storyboard

visual: just a grey wall

visual: a young woman looking to the camera

a post-it on her forehead, your granddaughter

visual: a young man is coming in front of the

camera and puts a post-it on his forehead

visual: a grey wall

visual: the young man is looking to the camera,

on the post-it is written your grandson
audio: the music starts
(slow, emotional, just instrumental)

visual: a man is looking to the camera, he is sad,

on the post-it is written your son

10

visual: a woman looking to the camera,

a post-it on her forehead, your daughter

visual: the young woman again

11

visual: a old man with post-ti on his forehead

your husband

visual: the young man again

12

visual: a grey wall

visual: the man again

280.000 Australians currently live with dementia

13

visual: the woman again

14

visual: the old man again

15

visual: grey wall, white type

280.000 Australians currently live with dementia

you can help to make their lives easier

16

visual: the old man again, doesnt look to

the camera anymore

17

visual: a grey wall, white type

you can help to make their lives easier
audio: the music fades out slowely

18

visual: grey wall, company logo

The com

petitor
ThThe
e Ientnatcampaign
ogndeutcytmarket
What iTsheSictluiattirom
ar ion
AlzhSeuim
mers?

Sources

text sources:
http://www.fightdementia.org.au/
http://www.alzheimersonline.org/
Image sources:
http://www.eheseelsorge.net/images/fotolia8653783m.jpg
http://erzbistum-freiburg.de/dynamic/aktuell/grossbilder/alter_mann_q_fotolia_2715451.jpg
http://peterfischerpiel.de/uploads/pics/AlteLeute.jpg
http://www.anti-aging-nachrichten.ch/media/Fotolia_altes_Paar_happy.jpg
hndeschnesLicht: http://www.f1online.de/premid/000607000/607457.jpg
http://www.fotocommunity.de/pc/pc/cat/4743/display/29349712
http://www.fotocommunity.de/pc/pc/cat/4743/display/29265196
http://i32.tinypic.com/14abtae.jpg
http://en.wikipedia.org/w/index.php?title=File:Alzheimer_and_other_dementias_world_
map_-_DALY_-_WHO2004.svg&page=1
http://www.horizont.at/uploads/pics/Rasshofer_Doris_KM_09.jpg