December 2020


Coronavirus has challenged all of us. But now imagine going through it with dementia. The reality of lockdown for many people affected by dementia has been even harder than you can imagine. If you’re not experiencing it first-hand, it’s difficult to understand the reality of living with dementia during COVID-19. This is something Creative Director Sean Cullen, wanted to change.

Sean’s mum has dementia. The experience of supporting his mum during lockdown motivated him to write a poem, titled ‘Imagine’ and to bring the poem to life in a short film. Sean wanted to help others in the same situation as himself, and generously donated the poem to Alzheimer’s Society. The brand team at Alzheimer’s Society worked with Sean to produce, shoot and direct the short film to accompany the poem. Sean’s actress wife, Catherine Turgoose, is the emotive voice over.

‘Imagine’ puts viewers in the shoes of people affected by dementia during lockdown– to raise awareness of how tough it has really been and to encourage people to donate to Alzheimer’s Society’s Emergency Appeal so the charity can be there to support anyone affected.

Creative Director/Director: Sean Cullen
Voice Artist: Catherine Turgoose
Head Of Marketing: Sylvia Lowe
Brand Campaigns Manager: Vicki Evans
Video Content Executive: Chris Hosker
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