The Alzheimer’s Society has unveiled a tactical ‘Unmemorabilia’ ad ahead of the coronation of King Charles III this weekend.
Developed by agency partner New Commercial Arts, the press, out-of-home (OOH) and social campaign will highlight the shocking statistic that one in three people born today will develop dementia in their lifetime.
Placed on a coronation ‘Unmemorabilia’ mug, the creative leads with the headline: ‘A day one in three of us won’t be able to tell our grandkids about’.
The ad hopes to raise awareness of the impact of dementia and raise funds for Alzheimer’s Society’s support and research.
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“Although dementia is one of the most feared health conditions, the scale and prevalence of dementia is not commonly known,” Alzheimer’s Society director of income and engagement Alex Hyde-Smith said. “We need to change that to cement our cause as a top priority in the eyes of the public and inspire more support for our vital work.”
The release of the ad comes days after the breakthrough announcement of a second dementia drug called donanemab, with early results hinting that it could slow the progression of early Alzheimer’s disease.
