Martek sells docosahexaenoic acid (DHA), an omega-3 fatty acid which can be taken as a supplement or added to food and beverage products.
Cassie France-Kelly, director of corporate communications for Martek, says that the goal of the “Beautiful Minds” campaign is to generate awareness among adults 55 years old or older to be more proactive about brain health.
Carmichael Lynch Spong, longtime AOR for Martek, is providing support for the campaign, which has a $500,000 budget.
“Most people worry about getting Alzheimer's,” said France-Kelly. “They worry about losing their memories as they get older. What the science is really trying to show is that there's a lot of lifestyle factors that really do influence brain health, but a lot of people aren't aware of them.”
Martek and NCCA plan to travel to six cities in the US with an art exhibit that features 11 photographs of Boomers. They include New York, Washington, Boulder, CO, San Francisco, and Los Angeles.
The campaign's website includes video and text from the featured Boomers, who share personal stories about brain health, as well as health tips.
Media outreach is targeting outlets such as Health Magazine, AARP The Magazine, Ladies' Home Journal, and Good Housekeeping, said Lindsey Rose, senior counselor at Carmichael Lynch Spong. The firm is also reaching out to regional news media in the cities that are scheduled to show the exhibit.
A satellite media tour with the campaign's medical adviser, Dr. Michael Roizen, is scheduled for June 23. Martek also created a Twitter hashtag, #beautifulminds, for the campaign.
“A lot of our partners are interested in this campaign because it's a really inspiring message,” said France-Kelly.
She added that several of the company's partners will be incorporating campaign messaging into their social media plans. Martek supplies DHA to supplements sold in Wal-Mart, Walgreens, and CVS, as well as to companies like Horizon Milk and Silk Soymilk.