BAAS DIGITAL continues its collaboration with PHARMASERVE-LILLY, creating a new digital awareness campaign for Alzheimer’s disease. With the central message “Something has changed. Have you noticed?” and featuring Eleni Rantou, the campaign focuses on small changes in everyday life and encourages people to speak to a specialist early on.

Through the key phrase “Something has changed. Have you noticed?”, the campaign highlights familiar moments that should prompt concern: an object in an unusual place, a familiar task that becomes difficult, a word that does not come easily. Primarily aimed at families and caregivers, it encourages them to notice persistent changes in their loved ones’ behaviour.

BAAS DIGITAL translated the idea into a unified verbal and visual identity, with a small inconsistency in each image inviting viewers to spot the difference. The bright aesthetic and selective use of purple create a recognisable identity, treating the subject with sensitivity and respect.

Eleni Rantou conveys the human side of caregiving, while informative medical videos featuring neurologist Dr Vasileios Lyras complement the campaign, explaining potential early signs and changes in speech and communication.

Designed to run across Meta and YouTube, the campaign combines broad reach with informative content.

Through its collaboration with PHARMASERVE-LILLY, BAAS DIGITAL brings together strategic thinking and creativity to serve a meaningful awareness goal: encouraging us to pay attention to persistent changes and start a conversation with a specialist.