Alzheimer’s New Zealand launches Year Two of ‘Create for Dementia’ via Obvious Brand Partners

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Alzheimer’s New Zealand launches Year Two of ‘Create for Dementia’ via Obvious Brand Partners

Obvious Brand Partners has announced its continued partnership with Alzheimer’s New Zealand in the second annual Create for Dementia campaign, aiming to engage the creative community to support Kiwis living with dementia mate wareware.


The month-long event set for June 2024 encourages creators of all skills to participate and create for a cause.

In its inaugural year, Create for Dementia successfully rallied nearly 150 creative teams and individuals, raising over $35,000. This year, the goal is to double the impact, setting a fundraising target of $70,000 to aid Alzheimer’s New Zealand in their crucial work in education, research, advocacy, and support.

Create for Dementia invites individuals and groups to register online and set a personal creative challenge to be completed during the month of June. Participants can choose any form of art—from painting and crafting to performing arts and digital media. The campaign fosters a vibrant community sharing their creative journey online, bringing together artists and supporters from across New Zealand.

Says Catherine Hall, chief executive of Alzheimer’s New Zealand: “Creativity is not only an outlet for expression but a powerful tool for cognitive health. We invite everyone to join in, from knitters and bakers to woodworkers and graphic designers. Every creation counts towards fighting dementia mate wareware.”

Obvious Brand Partners, known for its innovative approaches in communications and design, is proud to facilitate this creative challenge.

Says Ciaran Jack of Obvious Brand Partners: “Our collaboration with Alzheimer’s New Zealand exemplifies our commitment to community and creative expression. We’re excited to see this campaign grow and further embed itself into New Zealand’s cultural calendar.” Design giant Canva recently celebrated Obvious and the innovative utility of its platform to amplify its campaign at SXSW.

Creators can register at and are encouraged to fundraise by sharing their progress and final pieces on social media using the hashtag #CreateForDementia. The campaign offers a unique opportunity for artists to showcase their talents while contributing to a cause that affects nearly 70,000 Kiwis today.

Agency: Obvious Brand Partners
Client: Alzheimers New Zealand
Creative and Strategic Direction: Ciaran Jack
Design Lead: Scott Copeland
Communications Lead: Melanie Hillier