Alzheimer’s society of bc

When the opportunity to collaborate with the Alzheimer’s Society of BC marketing team arose, it struck a deeply personal chord. Having experienced the impact of dementia, this project became more than a professional endeavor—it was a personal mission to inspire courage.

Our work began with the Climb for Alzheimer’s, an annual event where individuals from Metro Vancouver and beyond come together every September to hike up Grouse Mountain. With a loved one in mind, we set out to reframe the challenge of the Grouse Grind, emphasizing the powerful message that while dementia may be unstoppable, so are the people affected by it.

Over the past two years, I’ve had the privilege of leading the paid media efforts for this initiative, focusing on key performance indicators such as registrations and donations. This work has transformed the event into more than just a campaign—it’s a cause that holds a special place in my heart, driving me to make a meaningful difference.

The Holiday Giving Campaign titled "0% Cure. 100% Courage." The holiday season, often a difficult time for families affected by dementia, became an opportunity to spread a message of strength and hope. Amidst the celebrations, the campaign aimed to inspire courage and help those living with dementia feel a little braver tomorrow.

Leading the paid media strategy for Giving Tuesday and the holiday giving push, this initiative struck a deeply personal chord. The holiday season, filled with cherished memories of loved ones, reinforced the purpose behind the work and served as a poignant reminder of why this mission matters so much. It was an honour to contribute to a campaign that brought comfort and courage to so many during such a meaningful time of year.

Our focus shifted to the January awareness month. Highlighting the impact of support through the Society's programs, sharing stories of resilience, and dispelling misconceptions, the campaign aimed to raise awareness that a diagnosis doesn't signify the end of a meaningful life. In my capacity, I contributed to strategy and paid media distribution, witnessing the dedication of the team and their passion for making a difference.

Throughout these initiatives, my role was centered on informing digital strategy efforts to optimize the allocation of paid spend. Collaborating with the Alzheimer's Society of BC team has been inspiring, and I extend my gratitude to Cause+Affect for fostering this meaningful connection. Together, we strive to bring courage, support, and awareness to those affected by dementia, turning each campaign into a chapter of shared stories and collective resilience.