Know The Signs

Alzheimer’s and other dementias are 2 times as likely to impact aging Black Americans and 1.5 times as likely to impact Hispanic Americans. That’s why Studio Resonate partnered with The Alzheimer’s Association and The Ad Council to incorporate culturally resonant storytelling in English and Spanish to educate adult children and partners of aging adults about the symptoms that may be showing up in their loved one. In each spot we show young parents passing their wisdom in the kitchen down to their children, then demonstrate how these roles start to reverse over time, as the children grow into adulthood, observing the ways in which their aging parents may need more support. These scripts are individually tailored to each audience segment via tone, casting and storytelling; the Spanish execution is therefore not simply a translation of the English version.
“Know the Signs” is an emotionally impactful, valuable educational tool for listeners who may otherwise not understand the difference between Alzheimer’s and other dementias, and may be unaware that there are steps they can take to better care for their aging loved ones. The campaign is still running through September 2025, but as of June 2025, it has had over 860,000 impressions, and a click-through rate of 0.32%, outperforming the CTR benchmark of 0.15%.