CASE
IPHA Know Alz Early Detection Campaign
Overview
The Illinois Public Health Association partnered with the Morreale team to develop public service media on Alzheimer’s Disease and related disorders. These media would be central to IPHA’s grant-funded work to provide verifiable information about brain disorders within high-risk and underserved Illinois communities and detect Alzheimer's Disease in its earlier stages. Additionally, IPHA wanted to build a brand and maximize awareness for the Know ALZ website, resources, and strategic partnerships to position them as an Illinois healthcare leader and trusted advocate for public health and safety.
Strategy
Morreale creative and strategic communications team developed a campaign to identify Alzheimer’s symptoms and differentiate the degenerative disease from memory-loss more typical within the aging process. Morreale’s seasoned creative and design team developed a campaign name, Know ALZ Illinois, a comprehensive brand kit with corresponding guidelines and a bilingual digital toolkit available to the general public and frontline health workers. The team developed content in partnership with the Alzheimer’s Association and the Illinois Cognitive Resource Network, to champion information verified by subject matter experts.
Due to this diligently sustainable integrated marketing campaign, the program was given a fifty percent budget increase to maintain its concerted creative efforts. In addition to statewide media campaigns, these resources were circulated throughout the year by Community Health Workers as part of their proactive, on-the-ground outreach within communities disproportionately impacted by Alzheimer’s Disease and Dementia. Furthermore, IPHA’s partnering community-based organizations and federally qualified health centers also utilized the digital toolkit at health fairs and resource centers throughout Illinois.
Services
• Branding And Creative Strategy
• Message Development
• Media Pitching
• Website Development
• Digital Toolkit
• Stakeholder Engagement
Results
The Know ALZ brand toolkit has been available to the public for more than three years. Several Community Based Organizations have used these materials to better educate their clients and build awareness around the importance of early detection. Community Health Workers also use these materials in their daily work.
Billboards in high traffic areas have reached more than 4 million people, while social media campaigns tend to reach more than 800,000 people. In total, more than 10 million people have seen the Know ALZ branding in one form or another, and the Know ALZ IL website continuously sees an increase in interactions.
