Launch of second in series of bold advertising campaign, ‘A Personal Appeal'

The devastating reality of dementia

Last year, we launched the first advert in our new brand advertising campaign series ‘A Personal Appeal’. This showed the character Rachel making a direct appeal for help following her recent dementia diagnosis and sharing her concerns and fears about the future.

The campaign also brought to life our new brand platform ‘It will take a society to beat dementia’, highlighting how Alzheimer’s Society are the charity who understand all parts of dementia and the collective effort it will take to beat it.

The second instalment continues to explore the devastating reality of dementia through the eyes of a husband caring for his wife.

What is this campaign about?

This next advert in the series, launching Tuesday 1 September –across TV, on demand TV, radio, podcasts, YouTube and social media– continues to tell Rachel’s story further along in her dementia journey.

This time, we hear this from the perspective of Rachel’s husband, Mark, who shares the devastating impact of Rachel’s progressing symptoms on both her and her loved ones. As in the first advert, the room is gradually filled by members of our ‘society’ – from Dementia Advisers, to researchers, to volunteers, to fundraisers, to carers, to campaigners.

The advert ends with Mark saying, ‘I can’t do this alone’, but the packed room behind him and Rachel shows what can be done together. Because it will take a society to beat dementia.

Why have we created this campaign?

Dementia is the UK’s biggest killer and 1 in 3 people in the UK will develop dementia in their lifetime. But there’s still little understanding amongst the general public about just how devastating dementia is – only 23% of people say they know what dementia is and how it affects people, and just 10% know it’s the biggest killer.

To make dementia the urgent priority it needs and deserves to be, we have to shine a light on just how overwhelming dementia can be for those living with it and their loved ones, who often face huge emotional, practical and financial pressures in the face of a fragmented care system. 

Importantly we want to show how Alzheimer’s Society is bringing the right people together to end the devastation that dementia causes. 

Alex Hyde-Smith, Chief Marketing Officer at Alzheimer’s Society, said: 

Alongside those living with the disease themselves, loved ones are often the people who have to bear the devastating change and challenges that dementia brings.

'Putting the focus on Mark’s perspective, which echoes the heart-breaking stories we hear so often from those who contact us for support and reassurance, brings this reality of dementia out from behind closed doors. 

It shows the unseen struggles of dementia care, the collective effort it will take to beat it, and the vital role Alzheimer’s Society plays to give help now and to demand a better future.'