Background
The Alzheimer's Association of Riverside and San Bernardino sponsored an annual fundraising Memory Walk. Participation and fundraising results of previous years had been disappointing.

Target Audiences
Residents of the Riverside and San Bernardino area, especially those touched by Alzheimer's.

Objective
To increase both the number of walkers and amount of donations for the Memory Walk.

Implementation
As part of our integrated branding and communications campaign, we developed two "mascots" for the Memory Walk - illustrations of an elephant wearing sneakers (symbols of memory and walking" and a sneaker-wearing dog for the Dog Walk portion of the event. The Memory Walk was rebranded as a fun event for the whole family.

Results
The number of walkers and donations more than doubled from the previous year.

Principal Involved: Tony Pinto