ALZHEIMER'S AUSTRALIA BRAND IDENTITY

TitleALZHEIMER'S AUSTRALIA BRAND IDENTITY
ClientALZHEIMER'S AUSTRALIA
Product / ServiceDEMENTIA ADVOCACY, RESEARCH AND SERVICE
CategoryA01. Corporate Identity Schemes
EntrantINTERBRAND AUSTRALIA Sydney, AUSTRALIA
Entrant Company:INTERBRAND AUSTRALIA Sydney, AUSTRALIA
Design/Advertising Agency:INTERBRAND AUSTRALIA Sydney, AUSTRALIA

Brief Explanation

Alzheimer’s disease is greatly misunderstood. Most people think that it’s simply old people losing there memories, which is simply not true. It’s a harrowing experience, which can last up to ten 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 ten charity. The only way we could do this was with a big bang rather than a softly-softly approach.

The Brief

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 ten. Visionary CEO, Glenn Reese, put the brief best when he said, “let’s put a bloody great big bomb under the problem”.

How the final design was conceived

We knew we had to embed a fighting spirit at the heart of the brand to galvanize all Australians around the cause. But 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 the government. The brand features a flexible logo that changes and evolves to communicate different messages–like an ongoing conversation. Using two colours and often just four words we communicate the name of the organisation, highlight a problem and feature a strong call to action.

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.

Credits

Name Company Position
Chris Maclean Interbrand Creative Director
Mike Rigby Interbrand Creative Director
Chris Doyle Interbrand Art Direction
Joao Peres Interbrand Designers
Jefton Sungkar Interbrand Designers
Lex Courts Interbrand Writer
Chris Lamont Interbrand Writer
Dean Christie Interbrand Strategy
Damian Borchok Interbrand Ceo
David Storey Interbrand Client Director
Mike Tosetto Interbrand Motion Designer