Thought provoking new Alzheimer's Society ad highlights dementia impact

The Alzheimer's Society ad takes three women, who wouldn't look out of place in a beauty campaign, and uses them to illustrate the fact one in three people over 65 in the UK will die with dementia. The 30-second commercial lulls its audience into a sense of security before hitting them with the hard facts about this incurable condition.

The ad, entitled 'Beauty', is Alzheimer's Society's first ever awareness raising television commercial and has been produced free of charge. 700,000 people have dementia in the UK but there is a lack of public understanding about the condition. The ad will run over the next few weeks on a number of channels, starting with Channel Five. It will also appear on the Alzheimer's Society website via YouTube.


Neil Hunt, Alzheimer's Society Chief Executive, says,

'Dementia is not a natural part of ageing; it is caused by diseases of the brain and robs people of their lives. As this ad shows so clearly - dementia does not discriminate and anyone can be affected. Having such a high-impact ad means we can reach new audiences of all ages to raise awareness and begin to bring dementia out of the shadows.'

The commercial was created and produced free of charge by Red Bee Media who won a charity challenge set by Promax UK, an organisation which exists to promote excellence in the production of promotional films.  Everyone working on the project did so without a fee and the airtime has been donated.
 

Andy Bryant, Director, Creative at Red Bee Media, says,

'In a crowded market-place, charities are increasingly having to act more like a media brand to stand out, raise awareness of their cause and attract the support of the public. Working with Alzheimer's Society to produce this thought provoking ad has been an extremely rewarding experience and demonstrates our commitment to the Promax Charity Challenge.'

Please forward the ad on to your friends and family so we can reach as many people as possible. Thank you.