Alzheimer’s society of bc

Role: digital Strategist
Agency: Cause+Affect

When the opportunity to collaborate with the Alzheimer's Society of BC marketing team arose, it struck a deeply personal chord. Dementia had touched my own life, and this project became more than a professional endeavor; it became a personal quest for answers and the courage to effect change.

Our journey began with the Climb for Alzheimer's, an annual event where individuals from Metro Vancouver and beyond gather to hike up Grouse Mountain every September. With a loved one in mind, I embarked on a mission to reframe the challenging climb and BCMC Trail, instilling the core message that dementia may be unstoppable, but so are those affected by it. Leading the paid media efforts for the past two years, the key performance indicators focused on registrations and donations, making this event not just a campaign but a cause close to my heart.

The commitment continued with the Holiday Giving Campaign titled '0% Cure. 100% Courage.' The holiday season, often challenging for families affected by dementia, became an opportunity to spread courage. Amidst the festivities, this campaign aimed to help those living with dementia feel a little braver tomorrow. Overseeing paid media strategy for Giving Tuesday and the holiday giving push, this initiative resonated deeply, as the holiday season brought memories of loved ones and reinforced the purpose behind the work.

Following a brief respite, 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.