What we say

Alzheimer’s Research UK

Jeremy Clark

December 21, 2016

We are constantly on the look-out for inspirational, standout communication campaigns.

Over the last 18 months, and especially in 2016, Alzheimer’s Research UK has really made people sit up and listen. We want to take a moment to praise their fantastic work and examine why they have been so effective.

June 2015 saw Alzheimer’s Research UK launch the Fightback campaign – a video created using archive news footage from the past 30 years. This was their first major awareness raising campaign and it highlighted the challenge of Alzheimer’s disease and dementia, and the urgent need for greater investment in dementia research.

In January 2016, Alzheimer Research UK’s Share the Orange campaign built on this momentum. They developed a 90 second stop motion video, in which an orange is gradually stripped away to demonstrate how the diseases that cause dementia, most commonly Alzheimer’s, physically attack the brain.

In May 2016 Sea Hero Quest was launched – a smartphone game like no other. Playing the game for just a few minutes generates completely anonymous navigational cognition data. The game has now been played by more than 2.4 million people – the equivalent of 9,400 years of lab-based research. It has become the largest dementia study in history.

Finally, in November 2016, Alzheimer Research UK launched their animated Christmas campaign video What if Santa Forgot? The video highlights the varied symptoms and social isolation of dementia and raises awareness that the diseases that cause it strike indiscriminately.

We believe the success of Alzheimer’s Research UK lies in their clear message, and their collaboration with different experts on each campaign.

For so long there has been a prevailing misconception that dementia is an inevitability that comes with age. Alzheimer’s Research UK has made it their mission to fight this fatalist attitude. Each of their recent campaigns carries the same message: dementia is caused by diseases and diseases can be beaten.

On top of the extensive public research that is conducted ahead of each campaign, Alzheimer’s Research UK collaborate with experts from a wide array of disciplines – including editor Sam Sneade, Aardman Animation, Deutsche Telekom and University College London. Christopher Eccleston and Stephen Fry have brought campaigns to life and patient organisations, public figures and scientific bodies have promoted the campaigns.

Congratulations Alzheimer’s Research UK on your fantastic year – we look forward to seeing what comes next in 2017!