Challenge
Dementia is a leading cause of disability and dependency worldwide, yet public awareness of its preventable risk factors is low. Brain Health Scotland, developed with Alzheimer Scotland and funded by the Scottish Government, set out to encourage more Scots to make brain-protective lifestyle choices and reduce dementia rates. Ahead of launch, they asked Weber Shandwick to create an approachable brand to engage a wide audience with this sensitive topic.

Solution
Working with Brain Health Scotland’s leadership, we developed a brand concept that resonates across ages, backgrounds, and hard-to-reach communities. A review of existing organisations revealed a gap – the idea of “connection” between brain and body. The brand reframes brain health as both mental and physical, presenting the two as equally important.