Alzheimer's Association: Raise Your Voice by GSD&M

Agency: GSD&M
Date: Mar 2019
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Two-thirds of people living with Alzheimer’s are women and women over the age of 60 are twice as likely to develop Alzheimer’s as breast cancer, but no one knows that this disease is hugely a women's issue. This is why GSD&M, the Alzheimer's Association and the Maria Shriver’s Women’s Alzheimer’s Movement (WAM) teamed up to bring awareness to this little-known fact, timed to International Women’s Day.

As a way to connect all those affected by Alzheimer’s, from those currently affected, to their caregivers, to those supporting the fight to end the disease across the country through the universal power of song, GSD&M, the AA and WAM created the AlzheimHer’s Chorus, a vocal group is comprised of women from dementia-based choruses all throughout the US, was born. The campaign will include a PSA video featuring The AlzheimHer’s Chorus singing a medley of songs performed by female powerhouses for female powerhouses.

To connect women around the world to the Chorus, GSD&M tapped into Facebook’s existing tool, Camera Effects, to create a first-of-its-kind karaoke experience. The experience is designed to be easily shareable via Facebook Stories to reach a new, younger, and broader audience and inspire them to help fight the disease – as Alzheimer’s isn’t just an “old person’s issue, it impacts people - and women - of all ages.

GSD&M handled creative, experiential, strategy, and media for the AlzheimHer’s Chorus launch. The video and karaoke experience is supplemented by video pre-roll, digital banners, and rich media, as well as placements in cinemas. Socially, the campaign is connecting with influencers to help spread the word and the impact of a 100% donated media budget.

Credits

Agency: GSD&M

Spot Title: AlzheimHer’s Chorus

President: Marianne Malina

Chief Creative Officer: Jay Russell

Creative: Lara Bridger, Nikki Baker, Leslie Shaffer, Maria Damato, Harper Biewen, Tori Ciniglio

Production: Jefferson Burruss, Becky Carrel, Jackie Purdy-Andrews

Account Leadership: Sabia Siddiqi, Cat Gayden, Allie Salsman

Business Affairs Manager: Lindsay Wakabayashi, Lara Drew

Media: Sabrina Jordan, Miguel Masso

PRODUCTION COMPANY (VIDEO):

Prod Company: Community Films

Director: Pam Thomas

Executive Producer: Lizzie Schwartz

Director of Photography: Jesse Green

EDITORIAL:

Editorial Company: White House NY

Editor: Barney Miller

Executive Producer: Melanie Klein

Editorial Company: Union Editorial

Editor: Rachael Waxler

Executive Producer: Vicki Russell

DIGITAL PRODUCTION

Production Company: Wildlife

Production: Brandon Del Nero, Helena Lam

Creative Directors: Jake Friedman, Scott Friedman

Technical Director: Pavel Zagoskin

Lead Developer: Danny Duong

Design and Motion Artist: Omur Ozgur

MUSIC COMPANY

Shindig

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