The UK Dementia Research Institute (UK DRI) has taken its Museum of Memories metaverse activation into the real world with an arresting out-of-home campaign.
Developed with creative agency WONGDOODY, the campaign aims to raise awareness of dementia’s impact on women, and looks to educate the next generation of women on how to spot and talk about the disease.
The out-of-home assets will be rolled out across a variety of high-impact sites in shopping areas throughout London, Birmingham, Manchester and Leicester.
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“Our participants opened up to help us capture life in all of its complexity–the wild, the serene, the mundane and the profound,” WONGDOODY global chief creative and design officer, Grace Francis said.
“We’re so proud to share their memories through an OOH campaign that will give people a reason to stop and think about what it really means to be alive, and to take on board the impact dementia can have on that life.”
The creative brings home the devastating impact of the disease, highlighting the importance of greater investment in research and treatment.
