And that’s the simplicity that is the key to the message.
The ad finishes with the message to “Help us find a way to spare your children the devastation of Alzheimer’s.”
That’s brilliant, brilliant messaging that has cut through to the people you’re targeting.
My experience with people who are crook (and facing the devastation of diseases like Alzheimers) is the last thing they want to do is become a burden on their loved ones. This ad very precisely gets to the heart of that. Beautiful work.