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Alzheimer’s Society

It’s not called getting old

Agency: New Commercial Arts

Description

Alzheimer’s Society is launching its latest campaign by New Commercial Arts, fronted by an emotionally charged, compassionate TV ad featuring a husband who becomes increasingly worried about his wife’s repetitive behaviour.

Going live today, at the start of the charity’s Dementia Week, the campaign spans TV, cinema, social and out-of-home, driving the message: “It’s not called getting old, it’s called getting ill.”

Built on research by the charity that found 42% of people put off seeking help because they dismissed symptoms as a normal aspect of ageing, the work aims to raise awareness of the symptoms of dementia and urges people to seek a diagnosis if they are concerned.

The centrepiece film, directed by Billy Boyd Cape through Academy Films, depicts a septuagenerian becoming aware that some of his wife’s ostensibly normal behaviour in fact displays signs of dementia.

This professional campaign titled 'It’s not called getting old' was published in United Kingdom in May, 2022. It was created for the brand: Alzheimer’s Society, by ad agency: New Commercial Arts. This Integrated medium campaign is related to the Health industry and contains 1 media asset. It was submitted 2 months ago.

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