HDMZ Unveils “Your Brain Will Thank You” Campaign in Partnership With the Illinois Brain Health Project

New multichannel initiative aims to proactively reduce risk for cognitive decline to combat rising Alzheimer's disease and related dementia rates in Illinois

HDMZ, a leading life science communications and growth agency, today unveiled the debut of “Your Brain Will Thank You,” a multichannel campaign to boost brain health and combat cognitive decline — including Alzheimer’s disease and dementia — across Illinois. The campaign was co-developed with the Illinois Brain Health Project, a broad public health initiative designed to educate the public about safeguarding brain health, particularly for high-risk communities.

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HDMZ and the Illinois Brain Health Project launch “Your Brain Will Thank You,” a lively campaign to promote brain health across Illinois through simple steps like walking or sleeping well.

This year, more than 260,000 Illinois residents over 65 are projected to have Alzheimer’s disease or related dementias — a 13% jump from 2024 — amid a worsening shortage of direct care providers in aging, disability, and public health networks.¹ This rising crisis highlights the urgent need for an engaging, accessible resource hub that equips all Illinois residents with the tools to combat cognitive decline through healthier choices and by addressing modifiable risk factors such as poor diet, inactivity, and social isolation.

“This is exactly the kind of work that energizes our team, and we’re proud to support health and science,” said Dillon Allie, president & CEO of HDMZ. “The fact is, cognitive decline doesn’t discriminate. It’s a critical issue we need to build more awareness around, particularly in underserved communities.”

Driving the multichannel campaign is a charming mascot — a friendly brain character — that shares simple, everyday actions people can take to keep their brains healthy. Whether it’s increasing time spent with friends, walking outdoors, or picking healthier meals, the campaign encourages small changes that can have a big impact.

“Our creative insight was to remove as much friction as possible, making it easier for people to engage with practical tools and tips that help reduce their risk of cognitive decline,” added Allie. “Many people tend to overlook brain health until it's too late. So we focused our campaign on creating an approachable, relatable experience that sparks action.”

In addition to collaborating with HDMZ on this campaign, The Illinois Brain Health Project has forged key partnerships with state health leaders and nonprofit organizations — including the Illinois Department of Public Health, the Alzheimer’s Association Illinois Chapter, and AARP Illinois — to deliver critical brain health resources across the state.

“‘Your Brain Will Thank You’ truly embodies the ethos of promoting healthy living,” said Delia Jervier, executive director of the Alzheimer’s Association Illinois Chapter. “For the first time, studies have shown that we have the ability to reduce risk through lifestyle choices. Making sure all Illinois residents are equipped with this knowledge is vital. We’re excited to be working with so many partners, including HDMZ. The team’s incredible creativity and expertise shone through in this campaign, with characters and insights that make brain health feel urgent and relatable, thereby helping us connect more Illinois residents to vital resources to support brain health and thrive.”

The campaign will be visible through online advertising, community outreach, public service announcements, and social media, all tailored for relevance and accessibility across Illinois’s varied demographics.

To learn more about how to take your brain health back into your hands, check out yourbrainwillthankyou.com today.

About HDMZ

HDMZ is an integrated communications and growth company helping the world’s leading life science organizations shape the future of science and health. Using evidence, innovation and imagination to tell their stories, we tackle complex challenges and drive growth.

References:

1. Illinois Department on Aging. (n.d.). Alzheimer's and dementia. Retrieved April 10, 2025, from https://ilaging.illinois.gov/programs/alzheimersanddementia.html

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“The fact is, cognitive decline doesn’t discriminate. It’s a critical issue we need to build more awareness around, particularly in underserved communities.”