Alzheimer Centrum Limburg

Communication Strategy

Alzheimer Centrum Limburg

Lifestyle: a powerful tool in prevention

Challenge

Dementia is an umbrella term for more than 50 brain diseases that currently have no cure. In the Netherlands alone, 310,000 people are affected; a number expected to double by 2050. Dementia has a profound impact on both patients and their environment. Scientific research shows that a healthy lifestyle can significantly reduce the risk of developing dementia. Yet few people are aware of this. Alzheimer Centrum Limburg set out to raise that awareness with a prevention campaign that highlights how lifestyle choices directly influence our brain health.

Idea

The approach was to invite, not to warn. ‘We zijn zelf het medicijn’ (we are the medicine ourselves) reframes prevention as a positive and empowering perspective. The campaign translates complex science into a clear and hopeful message that truly motivates people to act. It is built on the central idea that our daily behaviours, like eating, moving, and learning, are the most powerful protection we have. The tone is friendly and relatable, using simple, everyday examples that inspire rather than instruct. From learning a new language to playing football: ordinary things that, together, achieve something extraordinary. The clear visual language and familiar symbols also make the message accessible to harder-to-reach audiences.

Result

The campaign made a strong start in Limburg, where more than a hundred associations and companies joined as campaign partners. It was soon embraced more widely: across the Netherlands and even internationally. The campaign significantly increased public awareness of the link between lifestyle and brain health, and what individuals can do themselves. It’s no coincidence that the World Health Organization recognized the campaign as a best practice in public health communication.
Following its success, we are now developing several targeted campaigns for specific audiences in collaboration with Alzheimer Centrum Limburg.

Quote

Zuiderlicht’s engaging and accessible campaign helped raise awareness among the people of Limburg about what they can do themselves to improve their brain health.

Key figures

30% of respondents now live healthier
10.000 app download
30% of respondents recognised the campaign