From Clinical to Connected: How Emotion Became the Bridge to Awareness

A strategic storytelling case study showing how reframing Alzheimer’s coverage through a human lens helped elevate brand awareness, drive community engagement, and position STAR as a leader in emotionally resonant memory care.

The Challenge

Despite its powerful outcomes, Shangri-La Therapeutic Academy of Riding's (STAR) Reflections program—an equine-assisted therapy initiative for individuals with Alzheimer’s—was largely underrecognized by the broader public. Traditional coverage of memory care often feels clinical or inaccessible, limiting its emotional reach. STAR needed to connect with a wider audience, spark empathy, and increase visibility for its mission.

Strategy

I developed this story with a focused strategy: to reframe Alzheimer’s coverage by leading with emotion—anchoring the narrative in something universally human, not clinically abstract.

By centering the piece on Jerry, an 80-year-old cowboy who could no longer remember his wife’s name but still remembered how to ride a horse, I crafted a narrative that highlighted how STAR’s program restored joy, dignity, and connection in the face of memory loss.

Creative Execution

• Crafted a heartfelt, accessible story rooted in emotional truth rather than medical explanation

• Filmed on-site at STAR’s Reflections program, capturing intimate interviews and authentic interactions

• Framed the narrative to resonate with caregiving families and broader audiences who may not have direct experience with memory care

• Designed the story to feel cinematic, warm, and empowering rather than clinical or heavy

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Results & Impact

• Broadcast Reach: Aired nationally across television, digital, and social platforms, generating widespread emotional response

• Community Engagement: Helped STAR grow visibility and increase program inquiries

• Recognition: Awarded a Regional Edward R. Murrow Award for Excellence in Writing