Landis Communications, Inc., took a unique approach to gain attention for the Brain Health Registry, a free, online platform designed to speed the path to cures for Alzheimer’s disease and other brain-related diseases. Most depictions of Alzheimer’s patients show the elderly. Landis produced a video featuring a much younger victim of Alzheimer’s—former model and celebrity chef B. Smith, age 64. Landis incorporated a range of other tactics to attract not only attention, but conversions—that is, getting people to sign onto the Registry. The agency produced astounding results, more than tripling participation from about 7,000 to more than 25,000, and also increasing minority participation by more than 12 percent.