The new advertising campaign for the
Alzheimer's Association of Northern
Nevada shows what creative types can do
if they're told they can't spend very much
money.
The campaign was donated by members
of the Advertising Association of
Northern Nevada, and media outlets in
the region are running the campaign for
free.
But even a campaign with free media
and free creative direction still costs something,
and the creative direction of the
Alzheimer's campaign was established by
the need to keep those costs as low as possible.
The answer found by Joe Hansen of
Hansen Creative and Steven Aramini of
Bayer Bauserman & Co. doesn't rely on
any on-camera talent for its television
spots
Instead, images of memorabilia a
photograph, a 45-rpm record slowly
fade as the voice-over encourages listeners
to seek the assistance of the Alzheimer's
Association.
The tight budget, Aramini said last
week, proved a blessing in disguise.
"The simplicity of the ads and the spots
is what makes them work," he said.
In fact, the campaign works so well that
the Alzheimer's Association of Northern
Nevada plans to present it to national and
regional executives of the association in
hopes it will get wider exposure.
"As a nonprofit, this is something we
never could have supported on our own,"
said Wendy Knorr, executive director of
the Alzheimer's Association of Northern
Nevada.
The Alzheimer's campaign marks the
second pro-bono effort undertaken by the
Advertising Association of Northern
Nevada a group known casually as
A2N2 and President Dottie Loader
said the effort has paid some unexpected
dividends.
"It's fun for us," said Loader, whose day
job finds her as public relations director for
Reno's EstiponaVialpando Partners. "It
allows us to bring together people who
haven't worked together before."
The upshot, she said, is a surge of creative
energy among participants.
Last year's project for A2N2 promoted
donations of electronic gear to Disability
Resources in the Reno area. Next up is a
campaign to break early next year to
encourage donations to Ally's Closet, an
organization that collects donations of
once-used prom dresses and gives them to
girls who otherwise might have to stay
home.
Along with donation of creative time,
A2N2 also contributed $1,000 toward
hard costs such as film and scanning
time involved with the Alzheimer's
campaign.
Media team
Among the advertising professionals
in the region who played roles in
the campaign for the Alzheimer's
Association were:
* Mike Eardley of Tanglewood
Productions donated the studio space
for a seven-hour photo and video
shoot.
* Gregg Willison, senior art director
at R&R Partners, was creative
director of the photo shoot and developed
the billboard and print ads.
* Lonnie Peck of LR Peck
Photography shot the photographs
and video.
* Limited Editions scanned and
digitalized large-format images at a
substantial discount.
* Dave Staley of Outdoor Poster
printed the billboards.
* Larry DiVencenzi edited the
images for the TV spot.
* Jon Gray of JAG Broadcast
Images included the images on a Beta
tape for TV stations.
* Bad Animals in Seattle provided
audio for TV and radio spots.
* Deborah Winans of Cornerstone
Marketing Group booked the media.
* Carol Infranca of Carol Infranca
and Associates chaired the group.
