Alzheimer’s Association
About
A cultural outreach campaign for the Alzheimer's Association to promote "A Free and Unforgettable Weekend" — a community event designed to connect historically excluded communities with critical Alzheimer's resources and support services.
The Challenge
Alzheimer's disease disproportionately affects African American and Latino communities, yet these populations often have limited access to resources and information. The goal was to fill all 350 seats for a free community play and concert while raising awareness about available support services and building momentum for an upcoming African American Caregiver Conference in Berkeley.
The Approach
I developed a multi-channel campaign specifically targeting African American and Afro-Latino communities in the Bay Area. The strategy centered on cultural relevance and accessibility, using trusted community channels to reach audiences where they were.
The campaign integrated digital advertising, radio spots on community stations, print advertising in local publications, press outreach, and strategic partnerships with community organizations. Each touchpoint used culturally appropriate messaging to ensure authenticity and resonance with the target audience.
The Impact
The campaign successfully filled all 350 seats for the event, creating a sold-out community gathering that connected hundreds of families with vital Alzheimer's resources.
Media Coverage & Reach:
Secured a morning show segment on KGO TV/ABC News Bay Area
Featured on Bay Area Cares Podcast and KDYA Gospel Radio Station
Editorial features in Oakland Post and Bay Area Registry
Spanish-language PSA on KSOL reaching Afro-Latino audiences
Community calendar listings across major Bay Area publications (Oaklandside, Berkeleyside, San Francisco Events)
Digital Performance:
271,616 total impressions across social and targeted digital ads
1,173 clicks driving traffic to event registration
Community Partnerships:
UCSF Memory & Aging Center committed 30 guests with van shuttle
Partnerships with Saint Benedict, Laney College, AC Health, Oakland Housing Authority, and Richmond community organizations
Cross-promotion through trusted community networks and health organizations
The integrated approach generated advance registrations for the September African American Caregiver Conference and established meaningful connections with historically underserved communities.
ABC News Bay Area On Air Feature
Bay Area Registry
Oakland Post
Oaklandside Event Feature