Project Description

Alzheimer Society of Ontario: Finding Your Way

Award-winning awareness campaign assists Ontario in taking action to protect people with dementia

 2014 IABC Silver Leaf Award Winner (National) – Non-Profit Campaign
 2014 IABC Silver Leaf Award Winner (National) – Audio/Visual

Focus is proud to be part of this initiative as we helped drive the successful launch of this ground-breaking multicultural safety awareness program for people with dementia. In 2012, Focus Communications was selected from dozens of agencies to design and implement a 360-degree multi-cultural communications campaign for Finding Your Way. The program was a new wandering prevention initiative launched by the Government of Ontario in partnership with the Alzheimer Society of Ontario, to help prevent people with dementia from “wandering” and going missing, and also to help caregivers, other family members, as well as the community, prepare for such incidents.

A challenging task lay ahead of us as we set out to target an encompassing array of communities and languages, including English, French, Chinese, and Punjabi. We began conducting consumer focus groups in targeted audience languages to obtain insights and relevant attitudes that may come into play in wandering prevention.

From program branding to tagline conception and logo design, we managed to produce compelling creative and ads that hit home with the key message. Most importantly, we sought to share meaningful stories, life experiences and lessons told by the caregivers of people with Alzheimer’s through video for media and online viewing. Focus also designed and created a fully multilingual microsite, www.FindingYourWayOntario.ca, which caters to those who need in-language information online.

RESULTS

Within two days following the Phase One media announcement, we had over 75 media stories in broadcast, print, and web including; CP24, CityTV, CTV National News, CBC French News, 680 News, News Talk 1010, Asian Television Network, and OMNI South Asian and Chinese TV to name a few. This total marketing communications campaign is a model for success in the changing demographic landscape of Canada.

With the success of the Phase 1 launch in early 2013, followed by Phase 2 in 2014, and Phase 3 in 2015, the program is now available in 12 languages – English, French, Mandarin, Cantonese, Punjabi, Spanish, Italian, Portuguese, Tagalog, Arabic, Tamil, and Urdu – and the campaign has won the 2014 IABC Silver Leaf Award of Excellence in both Non-profit Campaigns and Audio Visual categories.

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