How do you create hope for someone who knows first-hand the gravity of Alzheimer’s or for an even larger segment of people who don’t think it’s relevant? There is a widespread belief that Alzheimer’s is an incurable disease, therefore all efforts have been in the care of the disease, not the cure. Younger generations aren’t involved and do not see finding a cure as a priority.
Tired of Big Pharma’s status quo of focusing big dollars on therapies and drugs for Alzheimer’s patients, our client turned to the researchers at the Buck Institute to support their break-through work in finding a cure. Forty Forty established a brand platform for the foundation and created an awareness campaign to speak to a younger audience. Our strategy embraced viral marketing and education to change the conversation from futility to one of promise and hope.