To share the incredible progress being made by Northwestern University researchers in combatting dementia, Northwestern Magazine embarked on a nearly year-long process of reporting and shooting that resulted in a large-scale, integrated multimedia feature in our fall 2024 issue. The feature was published in print and digital, leveraged in email newsletters, and featured in multiple social media posts over many months, resulting in 190,800 video views, 5,900 engagements, and 654,200 reached. The innovative research focuses on what goes right in some brains as they age, so we wanted to widen the storytelling aperture out from the lab to include the long, incredible lives of some “SuperAgers” themselves. To that end, we identified two SuperAgers who were also Northwestern alumni, Ralph Rehbock and Sel Yackley. Overall, we wanted to create a science-first, visually driven research feature that pulled at both the mind and the heartstrings. We were proud of the many ways we leveraged this story in different forms--using the photography, multiple distinct video cuts, and different edits of the narrative itself for different channels and audiences to drive a sizeable and rewarding impact.
From the Judges
This is a truly impressive and distinctive entry that masterfully blended scientific research with compelling human interest. The "SuperAgers" narrative provided a hopeful and personal angle to dementia research, made accessible through excellent multimedia production. Achieved with no external costs, the project yielded exceptional performance metrics and extensive reach, showcasing remarkable innovation and cost-effectiveness.
