Facebook Ad

Nonprofit | Medical Research

SPEC AD: This is a self-initiated spec ad created purely for portfolio purposes. It wasn’t commissioned or endorsed by the brand. It’s just a creative concept to show what I can do.

Challenge

Alzheimer’s Research Australia recently launched "The Wellness Guide", a free downloadable resource with tips, activities and plans to support brain health. While the topic is serious, their campaign struck an intentionally positive, empowering tone.

For this spec piece, I wanted to build on that approach. The challenge was to write ad copy that acknowledged the reality of dementia without leaning into fear or sentimentality. Instead, the goal was to make the message feel hopeful and motivating, something that would genuinely resonate with Australians over 50 who might be thinking about ageing or caring for a partner showing early signs of cognitive decline.

My Approach

I wrote two Facebook ad variations, each with a slightly different angle, designed to test what kind of messaging might land best with this audience.

The first ad focused on the overall benefits of the guide: things like simple lifestyle changes, sleep and stress tips, puzzles, and a 28-day wellness plan. I kept the tone friendly and clear, using a benefit-led hook and a bulleted list to make it easy to scan, especially for people who don’t usually engage much with Facebook ads.

The second ad was shorter and centred around Maggie Beer, whose recipes feature in the guide. She’s a trusted, familiar face for the target audience, so this version was designed to catch attention quickly and build credibility. It still tied back to the broader wellness message, but used her involvement as the main hook.

In both versions, I kept the message clear and low-pressure, framing the guide as an easy step people can take to look after themselves and the people they love.