The campaign addresses the concern that many people overlook the prevalence of the disease, believing it only affects the elderly. People also overlook one can easily mitigate the onset of the disease through educating one self early.

We show intimate and poignant moments with a grandmother and her daughter, as well as another spot with a domestic middle-aged man and his wife. Both instances feature touching, picturesque moments disrupted by an Alzheimer's episode. These episodes show how unexpected and traumatic an episode can be.

We placed our media in strategic time slots and networks. Our media aired during daytime programming and younger ones, later in the day. Our media started airing on big networks like The CW and CBS, averaging 6 air times per day from April 10 through May 21. CBS satisfied our traditional target demographic, while The CW satisfied the campaign's younger target demographic.

As well as broadcast television, we placed our media on radio, billboards, print, and social media with the same mission to broaden the scope of the campaign to younger territories.

Tier 1

We launched a 6-week campaign across the northeast region of the U.S. on major TV networks, radio, billboards, transit, Google, social media (Facebook, Instagram, Twitter, LinkedIn), PR channels, and print.

So far, the campaign has generated 100,000,000 impressions.

The tone was designed to be authentic, intense, and suspenseful - delivered through compelling, true-to-life performances. Our intent was to elicit curiosity; what could cause someone to forget something so routine and so meaningful?

Lastly, we aimed to leave our audience with a clear understanding of the disease and a clear call to action: “Learn the signs, and know that you’re not alone. Contact the Alzheimer’s Association for 24/7 support.”

Tier 3

The “Normal Until It’s Not” campaign was designed to raise public awareness about the early signs of Alzheimer’s Disease. That awareness has also translated to a substantial increase in the amount of people contacting the Alzheimer’s Association for help. Having just ended in May of 2017, the full results are pending a complete awareness study, but early results are confirming a significant measurable effect in the following ways:

• alz.org saw a massive 24.2% increase in traffic (FY16 to FY17)

• Website traffic saw a +12% swing during the campaign dates, going from 4% behind the national average in March 2017 to 8% above the national average in April 2017.

• 24/7 helpline calls increased over 6% (FY16 to FY17) during campaign dates.

• 2.3 percent increase (FY16 to FY17) in total Association contacts during campaign dates.