Communication Design
Branding & Identity

Button Up for Dementia- The Blue Button Movement
Brand: DEMENTIA INDIA ALLIANCE
Client: DEMENTIA INDIA ALLIANCE
Entrant: Cracker & Rush

The First List

Entry Title:	Button Up for Dementia- The Blue Button Movement
Brand:	DEMENTIA INDIA ALLIANCE
Client:	DEMENTIA INDIA ALLIANCE
Entrant Company:	Cracker & Rush
Description:	Dementia affects 8.8 million Indians. With stigma around mental illness, cultural and literacy barriers, only 10% seek diagnosis. Dementia India Alliance (DIA), a support group for caregivers, faces the challenge of overcoming this taboo and raising awareness. DIA sought a sensitive logo that could grow into a national symbol for Dementia awareness in India, (like the AIDS ribbon or the Alzeimer’s, 'Forget-me-not' flower), without medicalizing the condition. We found our answers in the most personal moments of families dealing with Dementia; in the simple act of buttoning; a basic skill that a patient is robbed of. This button marks a turning point—a shift—where those who once provided care become in need of care themselves The logo honours countless lost buttons and those affected. It is our cornerstone for conversations, weaving shared stories of struggle and care, and rallying us in the fight against Dementia The critical part of the exercise was making the button synonymous with Dementia, evolving it from an identity into a national movement. This led to The Blue Button Movement, launched on World Dementia Day across 7 cities with over 1,600 participants, and resulted in collaborations with government bodies, who declared Dementia a health priority.
Company Credits:	CRACKER & RUSH
Company Credits:	butterflyeffectmedia.in
Individual Credits:	RUHI SRIDHAR
Individual Credits:	Rashmi Singh
Individual Credits:	Ashwin Rasquinha
Individual Credits:	Fahthima Dhiya
Individual Credits:	Vandana R Jaikumar