Interbrand fights the good fight for Alzheimer's Australia

Ita Buttrose, the national president of Alzheimer's Australia, has launched Interbrand's complete rebrand of the organisation by leading a march on Parliament House at the weekend.

The long-term, cause-driven strategy aims to raise awareness, increase understanding and generate political and social change for the disease.
 
Damian Borchock, CEO Interbrand Australia and New Zealand said Alzheimer's was a serious disease not taken seriously enough.
"We are delighted to work with such a wonderful organisation, tackling an illness that affects so many Australians," he said. "This is a chance for Interbrand not only to do good work, but to do good. The re-brand represents a revised attitude for Alzheimer's Australia, with a new visual identity and stronger tone of voice."

Interbrand's strategy in completely re-branding Alzheimer's Australia included many components including research analysis, brand strategy, visual and verbal identity, literature system, brochures, stationary, website, TVC - to be launched later in the year, sponsorship and partner branding, brand engagement, training and guidelines.

Creative director of Interbrand Australia Mike Rigby said that to cut through the clutter of the charity landscape they decided upon a fighting spirit and stronger tone of voice at the heart of the new brand.
"It is designed to create a national movement, not just another campaign," he said. "It features a flexible logo that changes and evolves to communicate different messaging. The identity is bold, simple and clear, and deliberately very cost effective to implement. Using two colours and often, just four words."
 
Alzheimer's Australia CEO, Glenn Rees said that dementia was one of Australia's fastest growing major disease burdens.
"When briefing Interbrand, I said I wanted to set off a bloody great bomb. It's time for change, we hope the new branding will help us galvanise the community and the government to enact this change - awareness prevention, research and services are required to fight dementia," he said.
 
New figures released this week have found that without a significant medical breakthrough, the number of Australians with dementia is expected to soar from an estimated 267,000 in 2011 to almost one million by 2050.