ALZHEIMER'S by Kinetic Singapore for Alzheimer's Disease Association

ALZHEIMER'S

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Industry Charities, Foundations, Volunteers
Media Design & Branding
Market Singapore
Agency Kinetic Singapore
Art Director Lim Shue Pann, Gian Jonathan
Copywriter Eugene Tan
Illustrator Ng Xiao Yan
Released November 2010

Credits & Description

Category: Illustration
Advertiser: ALZHEIMERS DISEASE
Product/Service: ALZHEIMER'S CHARITY
Agency: KINETIC SINGAPORE
Date of First Appearance: Nov 17 2010
Entrant Company: KINETIC SINGAPORE, SINGAPORE
Creative Director: Pann Lim (Kinetic)
Art Director: Gian Jonathan/Pann Lim (Kinetic)
Illustrator: Ng Xiao Yan
Copywriter: Eugene Tan (Kinetic)
Media placement: Poster - Public notice board, community centre - 17 November 2010

Describe the brief from the client
Alzheimer’s Disease is a wasting disease. It robs victims of all that matters to them and alzheimersdisease.sg wants to show the haplessness and helplessness of victims.

Describe the challenges and key objectives
Alzheimer’s Disease affects the ageing who, in their twilight years, are often forgotten and sidelined in this fast-paced world. It is not just the victims but also the caregivers who need help and attention. The task was to bring to light the world of the people affected.

Describe how you arrived at the final design
The most memorable parts of the average person’s life revolve around childhood, family, marriage and other defining moments. Alzheimer’s Disease indiscriminately strips away all these from a person. It is hence important to show that there is little way victims can safeguard themselves against the disease, let alone preserve their precious memories.

Give some indication of how successful the outcome was in the market
The campaign helped to raise the profile of the disease in Singapore. At the same time, additional funds were raised to help the affected and their families. Also, the Alzheimer’s Disease Association saw a 15% increase in volunteers.