SILVER | Best Consumer Print Campaign of 2017

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Area 23 and the Alzheimer's Foundation of America

The Hardest Crossword


Unsolvable crossword puzzles published in major U.S. media outlets and online helped drive a deeper understanding of what it feels like to have Alzheimer's disease. “This is very much a breakthrough idea,” said one judge. Other adjudicators described the campaign as powerful, intelligent, and thought-provoking. Total audience reach topped 50 mil-lion and the company experienced increases in website visits and calls.

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