Dementia UK taps into how the disease impacts family and loved ones, with a series of touching films focused on the impact of diagnosis.
Created with creative agency Lark and supported by planning partners Morever and The Kite Factory, the campaign is the charity’s largest nationwide campaign running across DOOH, OOH, and owned channels.
Each of the films sees people with a relative impacted by dementia tell their stories, honing in on the lives of individuals — and highlighting how the charity, through resources like dementia nurses, can help people manage the condition.
Speaking in the film, one of the characters Claire said: “I lost Mam, but she’s still here. The deterioration is so unpredictable, you just don’t know what you’re going to get from one hour to the next – next – never mind one day to the next”.
“It’s affected us all. Within two weeks of us coming out of hospital (with our born twin babies), we were back in hospital with Mam, and I became a carer alongside my dad. My twins have never met the real mam”.
“Dementia UK marketing brand lead Claire Sandham said: “We’re incredibly grateful to Clare, Ricky, Andy and Christine for sharing their stories”.
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Dementia UK marketing brand lead Claire Sandham said: “We’re incredibly grateful to Clare, Ricky, Andy and Christine for sharing their stories”.
“Through their experiences, we can see the huge range of ways dementia affects families – from the complexities and stress of getting a diagnosis, to the practicalities and relentlessness of caring responsibilities, right the way through to the emotional turmoil, loss and grief we know people feel.”
“We hope that by shining a light on how those close to the person diagnosed are living with the condition too, we can continue to build awareness and understanding of just how devastating dementia can be.”
Lark director and co-founder Paul Allen added: “We want everyone affected by dementia to see themselves in this campaign — and help them understand that Dementia UK can support them and help their whole family.”
“Everyone featured in the creative cares for someone with dementia, and their experiences have shaped the concept, the films and the takeaways. Our aim was to strip everything back to a simple story – pulling together unique stories to create a single narrative.”
