• U.S. Department of Health and Human Services, Administration for Community Living: What is Brain Health?

The Challenge
Americans rank Alzheimer’s as one of the most feared diseases. Our research showed that the fear and stigma surrounding brain disorders caused many to avoid the very resources that could help keep them healthy.

The Idea
To change attitudes and behaviors, we worked with the HHS Administration for Community Living to redefine “brain health” in a way that inspires healthy and productive aging. Framed positively with a touch of humor, our “What is Brain Health?” campaign educates older Americans on how to make the most of their brains as they age while reducing health risks. The campaign features PSAs starring celebrity spokesperson Marcia Gay Harden.

The Result
Since launching in late 2015, our campaign has secured more than 300 million media impressions through PSAs and social, earned and paid media activities. We’ve driven more than 200,000 visitors to BrainHealth.gov and engaged the target audience through social media conversations.