Alzheimer’s Society Shifts Focus to the Hidden Toll of Dementia Care

Alzheimer’s Society has today launched the next phase of its brand platform, “It will take a society to beat dementia”, through a new campaign. This time the charity is putting a lens on the emotional toll of dementia of both those living with it and their loved ones.

Created by New Commercial Arts, the new work is a direct follow-up to last year’s A Personal Appeal which debuted the platform and strapline. While the initial film focused on a woman named Rachel coming to terms with a dementia diagnosis, the new iteration picks the story up further down the line to focus on her husband, Mark, and his new reality of caring for his wife as her dementia worsens.

The intimate 60” hero film is shot as a piece-to-camera, designed to look as though it was recorded on a smartphone at the couple’s home. In
the take Mark delivers an honest and emotional account of how Rachel's disease has progressed since the first film detailing symptoms prevalent in dementia such as her struggling to eat and changes in behaviour and the devastating impact this is having on them both

As Mark emphasises the importance of needing help, the central visual motif of A Personal Appeal returns. A wider community of carers, family members, support staff and researchers slowly fill the room behind him to represent the charity's ethos that no one should face dementia alone, and the collective effort it will take to beat it. The work reinforces Alzheimer's Society's unique position as an organisation that understands every facet of the condition; providing vital support, campaigning for better care and funding pioneering research. 

Just like Rachel’s story, Mark’s emotional appeal is grounded in real experiences that draw directly from stories shared through Alzheimer’s Society’s support services and expertise.

The campaign rollout is strategically phased. A refresh of the original Rachel creative ran last week. Mark’s creative launches today through to the end of October across TV, BVOD, SVOD, Radio, Podcasts, Social, and online, handled through Medialab.

Alex Hyde-Smith, Chief Marketing Officer at Alzheimer’s Society: “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 heartbreaking 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.”

Dan Seager and Steve Hall, Executive Creative Directors at New Commercial Arts, added: “Just like the first film, we didn't want to shy away from the devastation of dementia. By shifting the focus to Mark we see the mental toll it takes on loved ones while also reinforcing the crucial sense of hope and support that Alzheimer’s Society provides.”

Charles Batchelor, Client Managing Director at Medialab said: "It’s a privilege to continue our work with Alzheimer’s Society on this powerful next chapter. By strategically phasing this campaign across TV, digital, and audio, we are ensuring Mark’s story reaches and connects with carers when they need support most, driving home the vital message that no one has to face dementia alone."