A week in Blackpool: Illuminating dementia through hyper-localised and unmissable OOH

Dementia is Britain's biggest killer. There's no cure. It's a hugely complex disease, impacting families and loved ones, the care system, and science.

Alzheimer's Society’s goal was to set the people who are concerned about their own, or a loved one’s, symptoms on the path to diagnosis. However, starting a path to diagnosis is immensely challenging because the prospect of a diagnosis is terrifying, and the symptoms are often confused with aging. To overcome this, we created a campaign so vivid and relevant that it brought the reality of dementia out of the shadows, and made the experience of living with dementia personal, public and powerful. The campaign increased the number of people seeking a dementia diagnosis, a hugely important step at bringing the hidden symptoms of dementia out of the shadows.