There can be few diseases more devastating than Alzheimer’s, as step by step the condition takes hold. For sufferers, it gradually impairs memory, thinking, and daily function, leading to confusion, mood changes, and difficulty with self-care, while loved ones face emotional strain, the burden of caregiving, changes in relationship dynamics, and potentially social isolation.
For charity Alzheimer’s Society this every day challenge has sparked a new brand platform, “It will take a society to beat dementia”, backed by a nationwide integrated campaign exploring the experience of a dementia diagnosis through the eyes of the individual.
Devised by New Commercial Arts, the first iteration of the campaign “Personal Appeal” features Rachel – who has recently received a dementia diagnosis – directly addressing the camera.
Her husband and daughter encourage her from behind the lens as she discusses her fears and uncertainty about what’s to come – a devastating reality familiar to so many.
As Rachel continues, audiences begin to see members of the ‘society’ slowly fill the room behind her. Each symbolise the network of people the charity brings together in their mission to end the devastation of dementia.
The film ends with a tonal shift, as Rachel moves from talking about her personal concerns, to that of the collective “we”.
The room is now full of people – from researchers and fundraisers, to support staff, friends and family and the general public – who stand compassionate and resolute to end the devastation of dementia for good; behind Rachel and her family as the voiceover concludes with the call to arms: “It will take a society to beat dementia. Alzheimer’s Society.”
Her story is the first in a series of personal appeals, each exploring the experience of dementia through the eyes of different individuals in the family following a diagnosis.
Running across TV, press, cinema, online and radio, the activity is designed to capture that Alzheimer’s Society is a charity that understands all parts of dementia, giving support to those who need it, campaigning to improve experiences and funding research to end the devastation of dementia.
Media planning and buying has been managed by Medialab, with an AV-led plan to maximise the reach and frequency across key audiences, driving the emotive messaging through shared moments of consumption to get people talking.
Alzheimer’s Society chief marketing officer Alex Hyde Smith said: “We’re delighted to bring the unique breadth of our ambition to life through this personal appeal, showing both the impact of dementia on an individual and their family, as well as wider society. We want to show that it will take a society to beat dementia – a complex and cruel diseases that devastates the lives of so many families across the UK.
“Inspired by real experiences and the genuine concerns of the thousands of people who contact us for support and reassurance, this campaign seeks to bring the everyday reality of dementia, often hidden behind closed doors, into view for the general public, where awareness and concern of dementia is low. Importantly, we also need to show that Alzheimer’s Society as a collective is always there, delivering help, hope and an absolute determination to end the devastation of dementia for good.”
New Commercial Arts executive creative directors Steve Hall and Dan Seager added: “This campaign doesn’t shy away from the realities of dementia. But it also offers a sense of real support. That’s a tricky balance, but one that’s resulted in a film which is both devastating and hopeful.”
So, what is the consensus around the Decision Marketing office?
There must be few people in this country, let alone the world, who don’t know someone with either dementia or Alzheimer’s; naturally, the challenge is getting people to react and you would have to have a heart of stone not to be moved by this campaign.
We know from personal experience that this condition puts a huge strain on everyone involved… so, what are you waiting for?
Decision Marketing Adometer: A “hope springs eternal” 10 out of 10
