CALIFORNIA DEPARTMENT OF PUBLIC HEALTH
Take On Alzheimer’s
California’s population is aging rapidly, and the California Department of Public Health needed a public awareness campaign to educate older Californians and their families about the signs of Alzheimer’s disease. Many Californians avoid seeking help for Alzheimer’s due to unawareness, fear, and stigma. We created a campaign that celebrates the positive qualities required to take on something as overwhelming as Alzheimer’s disease: strength, courage, support. We paired those words with striking portraits that celebrate California’s diverse population and relate honestly and authentically to our target audience. The final campaign countered hesitation by increasing education and encouraging conversations across all communities.
As the lead art director of the campaign, I developed the campaign concept, collaborated on copy, and directed casting and custom photography.
