Alzheimer's Australia Association Design & Branding ALZHEIMER'S AUSTRALIA by Interbrand Group

ALZHEIMER'S AUSTRALIA

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Australia
Agency Interbrand Group
Creative Director Mike Rigby, Chris Maclean
Designer Joao Peres, Jefton Sungkar
Released October 2011

Credits & Description

Category: Charities & Not For Profit
Advertiser: ALZHEIMER'S AUSTRALIA
Product/Service: ALZHEIMER'S AUSTRALIA
Agency: INTERBRAND AUSTRALIA
Creative Director: Chris Maclean (Interbrand)
Creative Director: Mike Rigby (Interbrand)
Art Direction: Chris Doyle (Interbrand)
Designer: Joao Peres (Interbrand)
Designer: Jefton Sungkar (Interbrand)
Writer: Lex Courts (Interbrand)
Writer: Chris Lamont (Interbrand)
Media placement: T-Shirt - Used at the brand launch protest march - October 2011
Media placement: Rubber Wristband - Used at the brand launch protest march - October 2011
Media placement: 2 Badges - Used at the brand launch protest march - October 2011

Describe the brief from the client
Our brief was to turn the unspoken into the unforgettable. By 2030, Alzheimer’s disease will kill more Australian’s than cancer, and there is no cure. Few Australians know this and the Australian Government doesn’t even recognise it as a chronic disease. Although it’s Australia’s third biggest killer, Alzheimer’s disease is merely 104th in the donations ranking. Research has shown that to stand a chance of receiving substantial and consistent donations, you need to be in the top 10. Visionary CEO, Glenn Reese, put the brief best when he said, “let’s put a bloody great big bomb under the problem”.

Describe the challenges and key objectives
Alzheimer’s disease is greatly misunderstood. Most people think that it’s simply old people losing their memories, which is simply not true. It’s a harrowing experience, which can last up to 10 years; ultimately resulting in death. Those affected go through a drawn out period of slow deterioration, confusion, and fear. Unfortunately, the truth is often brushed under the carpet.
The key objectives were to raise awareness of Alzheimer’s disease, educate the Australian public and government, and become a top 10 charity. The only way we could do this was with a big bang rather than a softly-softly approach.

Describe how you arrived at the final design

We knew we had to embed a fighting spirit at the heart of the brand to galvanise all Australians around the cause. However, to only speak of the fight would not be appropriate to all audiences. It must be flexible enough to handle a variety of messages, to talk to sufferers, carers, the public, and government.
The brand features a flexible logo that changes and evolves to communicate different messages – like an ongoing conversation. Using 2 colours and often just 4 words we communicate the name of the organisation, highlight a problem, and feature a strong call to action.

Give some indication of how successful the outcome was in the market
- The brand launch alone generated the equivalent of $700, 000 in free media spend.
- 150,000 downloads of the Alzheimer’s Australia iPhone app.
- Increased funding was debated in parliament the day after launch.
- Australia's premier nightly news program ‘The 7:30 Report’ ran a special feature on the launch.
- 33 Federal politicians signed up to the fight dementia website.
- The Prime Minister mentioned the Fight Dementia campaign on national television.
- Secured additional funding from major sponsors Pfizer and BUPA.