Alzheimer's Society launches bold new brand advertising campaign, ‘A Personal Appeal’

Why have we created a new brand advertising campaign?

We've created this campaign to raise awareness of both dementia and Alzheimer’s Society among the general public. Just 8% of people think that dementia is the UK’s biggest killer, and only a quarter of people are confident that they understand dementia and how it affects people.

In order to make dementia the urgent priority it needs to be, we’re showing the devastating reality of dementia – and Alzheimer’s Society’s unique solution.

The story behind the advert

Set in a suburban home, the advert begins with Rachel – who has recently received a dementia diagnosis – talking directly to the camera, appealing to the public for help. As Rachel shares her fears for her future with dementia, 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 Rachel declaring, "I can’t do this alone" – but the packed room behind her shows what can be done together. It will take a society to beat dementia. Alzheimer’s Society.

Bringing our new brand platform to life

The campaign brings to life our new brand platform, ‘It will take a society to beat dementia. Alzheimer’s Society.’ 

This highlights Alzheimer’s Society’s all-encompassing solution to the complex problem of dementia. It captures our role as the only charity that understands all parts of dementia – giving support to those who need it, campaigning to improve experiences and funding groundbreaking research to end the devastation of dementia.

Individuals alone can’t beat dementia – we all have a role to play. We can only achieve this vision by bringing together carers, researchers, volunteers, fundraisers, politicians, Dementia Advisers, Dementia Support Line staff – the whole nation.

It will take a society to beat dementia

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

“We’re delighted to bring the unique breadth of our ambition to life through this personal appeal, showing both the impact of dementia on an individual and their family, as well as wider society."

We want to show that it will take a society to beat dementia – a complex and cruel disease that devastates the lives of so many families across the UK.

“Inspired by real experiences and the genuine concerns of the thousands of people who contact us for support and reassurance, this campaign seeks to bring the everyday reality of dementia, often hidden behind closed doors, into view for the general public, where awareness and concern of dementia is low."

"Importantly, we also need to show that Alzheimer’s Society as a collective is always there, delivering help, hope and an absolute determination to end the devastation of dementia for good.”