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Part Two: Implementing Your Strategic Plan, Awareness

Creating an Awareness Campaign

Working with a third-party marketing company, we developed a robust marketing campaign called “Change the Story”. The campaign goal was to raise awareness to reduce the stigma associated with dementia. Awareness campaigns are essential in developing a strategic approach to increasing visibility and attention for your cause and brand, growing your audience, and strengthening support for the project.


Here is a step-by-step process for creating an awareness campaign.

Step 1
Use in-house marketing or hire a third-party company.
Step 2
Share the strategic plan with the marketers and collaboratively create the campaign.

As with any new project and process, there are unforeseen challenges. We aim to share the challenges we met and the lessons we learned as a result.

Lessons Learned

Start this process early!

Training Tip Ads

Shatter Campaign Ads

Radio Campaigns

Change the Story Radio Ad - LIVE 88.5

Change the Story Radio Ad - LITE 98.5


Throughout The Stronger Together Project, we produced various resources that may be helpful to other organizations.

Infographic Postcard

8 Healthy Habits to Help Prevent Dementia


Campaign Overview Webpage

Change The Story Webpage