Inspiring a Generation of Beautiful Minds

Publication Date: 2012

Product Code: 6BE-1205D01
Organization/Author/Firm: life'sDHA, an Ingredient Brand of Nutritional Lipids/DSM Nutritional Products,   Carmichael Lynch Spong
Industry: Consumer Products / Health - Medical - Pharmaceutical
Specialization(s): Marketing / Public Service / Media Relations
Tactics: Internet / Radio Media Tour / Satellite Media Tour
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2012 Silver Anvil Award of Excellence Winner — Public Service — Partnerships (Funded jointly by businesses and other organizations including nonprofit and government)

DSM and Carmichael Lynch Spong created Beautiful Minds, an education campaign empowering boomers to take action to improve brain health. Partnering with the National Center for Creative Aging and leading medical experts, we developed a campaign grounded in research, resources and real stories.

Key elements included a nationwide search for America's most beautiful minds, a traveling photo exhibit, a state-by-state ranking of brain health based on proprietary research, aggressive media outreach, and an easy-to-navigate campaign website.

To date, more than 81 million impressions have been generated, and a community of over 42,000 targeted visitors have engaged with the campaign website.

Public Service campaigns include programs that advance public understanding of societal issues, problems or concerns.