Cure Alzheimer’s Fund

Cure Alzheimer’s Fund is an innovative organization. Founded by a group of venture capitalists and private equity bankers, its Board covers all of its annual operating costs—which allows 100% of donations to be invested in early-stage research projects that push the leading-edge of science and understanding. The organization needed a breakthrough approach to messaging that balanced science with humanity, and a collection of evergreen brand assets that demonstrated its value proposition for donors.

Cure Alzheimer’s Fund is the only nonprofit dedicated entirely to funding research that will eradicate Alzheimer’s disease. We have been working with the marketing team since 2016 to thoughtfully refine the organization’s brand positioning, messaging, look and feel, and outreach materials.

The first awareness campaign we produced, titled The Face of Alzheimer’s, paired striking portraits with little-known statistics about Alzheimer’s disease, to illuminate the fact that the disease impacts everyone—not just people of older ages. Initially rolled out as an experiential effort in shopping malls nationwide, the initiative was expanded to include online, television, social media, and in-stadium placement (at Boston’s Fenway Park).

Working with Cure’s marketing team and the Boston Red Sox staff, we helped to produce Cure Alzheimer’s Fund Night at Fenway Park, which was a full venue takeover. The evening included the premiere of Cure Alzheimer’s Fund’s first PSA featuring its lead scientist, Rudy Tanzi, Ph.D., as well as elements of The Face of Alzheimer’s effort. Songbooks and mission handouts were created for guests, and a commemorative book and accompanying video of the evening was produced to thank the Red Sox for their generosity and provide a keepsake for the Cure Alzheimer’s Fund leadership team.

Over a five-year period, we have produced a range of materials, from websites and microsites to printed materials and presentations. During this time, Cure Alzheimer’s Fund has achieved record annual growth rates and outpaced philanthropic giving averages by double-digits each year. In 2019, the organization reached its 15-year goal of distributing $100 million for research.