| Title | FIGHT DEMENTIA |
| Brand | ALZHEIMER'S AUSTRALIA |
| Product / Service | ALZHEIMER’S AWARENESS |
| Category | A06. Best Use of Special Events And Stunt/Live Advertising |
| Entrant | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Entrant Company: | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Advertising Agency: | PORTER NOVELLI MELBOURNE, AUSTRALIA |
| Name | Company | Position |
|---|---|---|
| Peter Kent | Porter Novelli Melbourne | Managing Director |
| Glenn Rees | Alzheimer's Australia | Ceo |
| Zoe Brown | Porter Novelli Melbourne | Campaign Director |
| Tegan Mcgrath | Alzheimer's Australia | National Communications And Media Manager |
| Mandy Griffiths | Porter Novelli Melbourne | Digital And Social Media Strategist |
| Kayla Morgan | Alzheimer's Australia | National Campaign Manager |
| Carol Laws | Porter Novelli Melbourne | Account Support |
| Emily Yarwood | Porter Novelli Melbourne | Event Manager |
| Adriana Musumeci | Porter Novelli Melbourne | Account Support |
More than 7,500 Valentine’s Day cards were received at Parliament House. The Prime Minister sent a letter of thanks and support to Alzheimer’s Australia, and the Leader of the Opposition tweeted support to his following of 20,000+. The partnership with Nova FM reached 1,019,700 people. the wrap up video was viewed almost 1,000 times; 299,676 people were reached through Facebook and 88,873 via Twitter on Valentine’s Day. On April 20 the Government announced guaranteed funding of $268.4 million was allocated to tackle dementia over the next five years, and dementia was made a National Health Priority.
See thousands of Valentine’s cards arrive in the mailboxes of Australian political leaders on Valentine’s Day, asking what would you do if your loved one couldn’t remember you? Please support the Fight Dementia Action Plan this budget. The strategy worked to: • Arrest attention through street activations • Use social, earned editorial, and paid media to build an army of support and spread the word • Leverage ‘change influencers’ with the facilitation of cards direct to influential MPs The stunt involved social media crowd sourcing, calling on Dementia Champions, a national radio partnership with Nova FM, and street activations. In the lead up to 14 February thousands of branded Valentine’s Day cards were printed and distributed. On Valentine’s Day the campaign team hit the streets in every city in Australia to enourage the wider community to send in cards, raise awareness ,tweet support, and share photos from branded photo booths.
Dementia affects 1.5 million Australians. In the 2011/12 Budget the Government terminated the Dementia Initiative, leaving no guaranteed Federal funding for the future. Valentine’s Day was one of the last opportunities Alzheimer’s Australia had to influence the decisions around the May Federal Budget, and provided an opportunity to appeal to Key Opinion Leaders on an emotional level. Audience: CHANGE MAKERS: Politicians, particularly those on the Expenditure Review Committee (ERC) who make budget decisions and influence party members. CHANGE INFLUENCERS: The 1.5 million Australians affected by dementia (living with/caring for someone with dementia) who are committed to change/influence those unaffected and/or unaware.