WMG – Professional Blog

https://www.adsoftheworld.com/campaigns/alhzeimer-s-day

“Alzheimer’s Day” is a newsprint advertisement that ran in 2010, promoting the Belgian League of Alzheimer, a European association that provides support to individuals and families affected by Alzheimer’s disease. The ad depicts columns of text that fade into a vignette from the top left to the bottom right of the page, where the words remain legible. In the bottom right corner of the advertisement, text reads, “Today, 85,000 Belgians won’t remember what they read in the newspaper. Let’s support them.” The imagery of the evaporating text reflects the memory issues that Alzheimer’s disease causes in patients affected. Pathos is used in this advertisement to evoke an emotional response from viewers.

The objectives of the ad campaign are to raise awareness of the prevalence of Alzheimer’s in Belgium and of the Belgian League of Alzheimer Associations. Recruiting support through public information advertisements, like the one linked above, is a common strategy for organizations interested in raising donations or advancing their mission.

The target market that was the focus of the campaign is individuals who have a friend or family member affected by Alzheimer’s disease. The action the ad wants the audience to take is to visit the Belian League of Alzheirmer’s website or to reach out to the organization for support or more information. If the action is taken, the target market will find helpful resources and additional support to help individuals with Alzheimer’s disease live better.

The value proposition for viewers of the ad is a support system that can be unlocked by simply reaching out to the organization, as well as increased awareness, understanding, and best practices for assisting individuals with Alzheimer’s disease.