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.
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 Company: White House NY
Editor: Barney Miller
Executive Producer: Melanie Klein
Editorial Company: Union Editorial
Editor: Rachael Waxler
Executive Producer: Vicki Russell
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