Helping a Pioneering Nonprofit Rebrand for Impact

CaringKind Launch Lou-Ellen

June 30, 2016

Last fall the Alzheimer’s Association of New York reached out to BBMG with an interesting challenge: How could they launch a new brand that celebrates their new independence and vision for Alzheimer’s care?

We were thrilled to take on that challenge. Through our journey we helped reveal what is core to their identity as an organization, how they are unique in the minds of their community partners, and how their approach to supporting caregivers is unlike anyone else’s. From our work we revealed that it takes a certain kind of person to be an Alzheimer’s caregiver. The courageous kind. The listening kind. The loving kind. It takes the CaringKind.

CaringKind Subway 1With over 30 years of experience, the organization officially renamed itself CaringKind in March 2016. Last month they launched a subway campaign developed by BBMG, targeting caregivers in NYC who are taking care of a loved one with Alzheimer’s or a related dementia disease. The campaign shines a light on situations and behaviors that caregivers now recognize as moments in their life when they realized something might be wrong with a family member or friend. Already they’ve seen a 28% increase in calls to their help line since the campaign went live.


At CaringKind they believe, “In the absence of a cure and effective therapies, good care is the best medicine we have.” They are focused on providing the kind of innovative support that caregivers need today. BBMG is honored to have helped this inspiring organization find a new way forward.

For more information on Alzheimer’s and related dementia diseases please visit them at and consider supporting their annual walks this fall in NYC.

CaringKind Subway 2

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