Every three minutes, dementia steals a happily ever after. It’s the UK’s biggest killer, yet it receives 80% less funding than Cancer research – and currently, there is no cure.
Research is the only way we can make dementia a thing of the past, and Alzheimer’s Research UK needed to shake the British public into action.
We created a new brand platform for Alzheimer’s Research UK – ‘For a Cure’ – a rallying cry to drive communications across the business and beyond. We launched it with a powerful film, subverting the classic Disney prince and princess fairytale story, showing how dementia cruelly steals happily ever afters.
The film launched on Channel 4 News and kickstarted a call to arms to find a cure for dementia and change the ending for the millions touched by this disease.
Results
300% increase in donations upon launch
Unprompted brand awareness from 3% to 8%
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