Sherry Matthews Group
Marilyn Carter
Creative Services Director
Sherry Matthews Group
Austin
Texas
Educational or Promotional Campaign (greater than $100,000)
Alzheimer’s Disease Awareness Campaign
Texas Department of State Health Services (DSHS)
Rich Terry
Contributor: José Marrero
Title: Multicultural Marketing Director

Contributor: Gretchen Hicks
Title: Art Director

Contributor: Laura Townsend
Title: Account Director

In 2020, Texas Department of State Health Services’ Alzheimer’s Disease Program mounted its first-ever statewide public awareness campaign. The initiative’s goals were to help people recognize the early signs and symptoms of Alzheimer’s; encourage family and friends close to those showing signs of Alzheimer’s to start a conversation about it as soon as possible; convey that ongoing problems with memory, thinking, and behavior are not the same as signs of normal aging; connect those showing signs as well as their loved ones to the program website (dshs.texas.gov/alzheimers) and community support; and empower stakeholders to distribute program information among their constituencies.
We targeted people age 40–59, the majority female, of all races/ethnicities who are family members, spouses, partners, friends, and healthcare providers of people showing Alzheimer’s signs. We also targeted older adults who may be unable/unwilling to recognize symptoms of cognitive decline in themselves: age 60+, majority female, all races/ethnicities.
The Alzheimer’s campaign met the program goals of providing clear, concise messaging and resources for Texans coping with cognitive decline in themselves or their loved ones. It featured consistent language, distinctive branding, and online tools for people showing signs of Alzheimer’s, their families, and their caregivers. Stakeholders were alerted to the resources available on the website. The communications materials were created to have lasting value to sustain the sharing of campaign messages.

To date, the campaign has generated more than 21 million impressions through paid media. Website metrics include 177,000 page views with an average time spent of 1.75 minutes.
Approximately 400,000 Texans have Alzheimer’s disease, and although a cure for it doesn’t exist, early detection and symptom management can make a big difference in quality of life for individuals and their caregivers. Our research suggested that people needed help recognizing early signs and symptoms of Alzheimer’s and tips on how to broach the subject with their loved ones. In response, we created the campaign tagline “See the signs. Start a conversation.” Creative featured engaging design and succinct content that helped inform and guide the target audiences, imperative for accomplishing the campaign’s goals.
The Texas Department of State Health Services’ Alzheimer’s Disease Awareness Campaign helps family members and others recognize early symptoms of Alzheimer’s, empower them to initiate a conversation with their loved ones and seek early diagnosis, and raise awareness about available resources and community support.
https://www.youtube.com/playlist?list=PL0GeAs3JwPl_IPwoawqLAtXO5mBxDYE9g