Winner of Young Lions, Sweden 2023In collaboration with Julia Staberg, we developed a campaign for Alzheimersfonden aimed at raising awareness about Alzheimer's disease among individuals aged 25 to 45. Our strategy involved crafting short stories that mirrored the progression of Alzheimer's symptoms, with narratives becoming increasingly disjointed to reflect cognitive decline. These stories were tailored to resonate with specific audiences and were strategically placed in relevant physical and digital environments, such as university campuses and targeted social media ads. This campaign not only secured us the top position in the Media Category of Young Lions Sweden 2023 but also provided the opportunity to represent Sweden at the Cannes Lions International Advertising Festival.
My Contributions: I set and created the design & visual concept. Led the creation of all design elements and established the visual direction of the campaign. Ideation & Concept Development: Collaborated on generating and refining the core campaign concept.
Frida Söderberg & Julia Staberg
We made the progression of symptoms visible and reinforce the message by creating a media campaign focused on recognition, with a relevant connection to the target group: Producing short stories written in a style that follows the progression of Alzheimer's symptoms. The development of the stories mirrors the progression of symptoms in the course of Alzheimer's disease. The further into the text you get, the more symptoms appear in the structure of the story, until it is no longer possible to understand what is written. Each story ends with the message "Recognize yourself in time". The stories have different themes (eg childhood, education and outdoor life) that speak directly to the target audience and are placed in environments linked to each theme, both physical and digital. For example, on a university campus or in targeted social media ads that meet the target group in their everyday life.
Media Strategy: The Alzheimer's Foundation has limited resources, so location is at the heart of the media strategy. The ads are targeted to ensure that the intended audience receives tailored messages with high relevance, with the placement itself becoming part of the creative output. In this way, we can be cost-effective while working with a highly localized and niche approach.
Outdoor Advertising
Placement is crucial in outdoor advertising. 77 percent of consumers prefer seeing ads that are relevant to their current location. Therefore, we enhance the effectiveness of marketing by adapting both the placements and the messages to specific locations where we know the target audience is present. To maximize impact, we place the ads in situations where the target group tends to be stationary, ensuring that they read the message. For instance, we place an advertisement targeting students near public transport in a student area.
The messages are tailored based on each magazine's content and target audience. We suggest purchasing media placements where the readers align with our target group, and the content is customized for each publication. In Elle, the ad features the story of an interior designer's career, while in Svensk Jakt, it showcases a hunter's story that fades into oblivion.
Social Media
On social media, we employ a content marketing funnel and retargeting to ensure engagement and conversion. To remain relevant, we target sponsored posts that are customized based on the behavioral patterns of our target audience. In order to be cost-effective and create relevant stories based on mapped keywords, we utilize an AI tool such as ChatGPT. We focus on Facebook and Instagram, as that is where the target audience is most predominantly found.
