Digital Awareness Campaign

The Alzheimer’s Therapeutic Research Institute (ATRI) is a global leader in Alzheimer’s research and the coordinating hub of the NIH-funded Alzheimer’s Clinical Trials Consortium (ACTC). While their scientific contributions are significant, ATRI needed help translating complex research into accessible, engaging content to grow public awareness and support.

Strategic Direction

I led the campaign strategy to increase visibility, trust, and engagement with ATRI’s work. This involved clarifying their messaging, identifying key audience segments, and building a content system that made cutting-edge science approachable and human.

Client & Project Leadership

As primary account manager, I guided the relationship with ATRI from onboarding through rollout. I coordinated internal teams, directed timelines across multiple projects, and helped the client prioritize efforts for maximum long-term impact.

Campaign Development

I led the creative strategy behind the reimagined ATRI website, multiple study-specific microsites, and a content campaign that included video storytelling, educational blog posts, and social media assets. Each piece was designed to communicate the urgency and hope at the heart of ATRI’s mission.

Brand Standardization

I oversaw the creation of sub-department templates to unify ATRI’s growing number of initiatives under a clear and professional visual system—ensuring consistency across all touchpoints.

The campaign gave ATRI a stronger digital presence and a deeper connection with the communities they serve. The new websites offered a more cohesive and user-friendly experience, while the content strategy helped turn research updates into engaging educational tools. As a result, ATRI improved both visibility and engagement—positioning them for stronger recruitment, partnership, and public trust.