Making the invisible reality of dementia, visible

Client: Alzheimer's Society

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 is one of the few organisations capable of leading the fightback against dementia, but spontaneous awareness of them was low. To grow spontaneous awareness and make the invisible reality of dementia visible, Alzheimer’s Society and Medialab delivered a highly impactful brand campaign, with media executed at unmissable moments through emotional and evocative storytelling.

The campaign created emotional interruption, connected with people in the everyday and made the private, public. Both brand metrics and charitable giving saw incredible positive results, normalising the conversation and making the invisible reality of dementia, visible.