This concept for the Alzheimer's Association asks people to think of Alzheimer's Disease (AD) differently. It promotes patience, which we should all have for those suffering from AD. With nearly five million people living with AD in America, it's time that we realize that this is more than just a simple case of forgetting where you left your car keys. It's time we understand that this is a disease that slowly deteriorates the brain and ultimately life. We must understand the hardships AD causes those living with it. The first step to understanding is being patient with those who demonstrate the symptoms of AD.



Two-Way Billboard

While many people are aware of AD through dry statistics, the goal of this campaign is to humanize the disease and show what we should do for those living with AD. This is accomplished through the narrative between a mother and her son. It tells the story of each other's care and responsibility to one another throughout their lives. Since the story can be contained within two pages, a two-way billboard was conceived for display.



You Tube Spot

​To further integrate the campaign, a 30-second commercial will run on YouTube. The video will employ the same visuals as the billboard, and it will incorporate animation, music, and voice overs. These short spots will run before targeted YouTube videos.