Today marks World Alzheimer’s Day, a day for us to confront the fact that there are 850,000 people living with dementia in the UK. However, many of us are dangerously unaware of the facts- it is the leading cause of death in the UK.
So to coincide with World Alzheimer’s Month, we are proud to launch our first awareness campaign titled ‘Make Breakthroughs Possible’ for Alzheimer’s Research UK.
The creative shows a baby swimming in an abstract water world determined to kick forward into the light. It is inspired by the idea that the human race is born with a survival instinct and can overcome obstacles from the moment people come into the world and take their first breath.
The film is voiced by Game of Thrones Star Lena Headey and is designed to showcase the feeling of hopefulness that still exists around dementia and calls on the public to make life-changing breakthroughs in research possible.
So how have we made sure this campaign is front and centre to raise awareness of Alzheimer’s with a mass audience?
On the eve of World Alzheimer’s Day, the campaign was introduced to the nation by ITV with a spot in Emmerdale. Furthermore, over the next two weeks, we have secured 90” and 60” spots in a number of high rating shows including Gogglebox and Sunday Brunch. On top of this, we will be running a 30” campaign on MCH, VOD and TrueView. Coverage will be supported on Facebook and Instagram to drive conversation around the younger audience.
Today, on World Alzheimer’s Day we are running an influential partnership with Global Radio to increase awareness with an older audience.
In the last twenty-four hours celebrity supporters of the brand have taken to Twitter to show their support for the campaign and to promote the film.
There is a feeling of fatalism from the public around Alzheimer’s and this campaign presents a new way of thinking in hope that we can convey the message that Alzheimer’s is a disease and diseases can be cured.
Please watch and share.