2023 Silver Charity

Agency: Medialab Group and New Commercial Arts

Client: Alzheimer’s Society

Entry Title: The Ultimate Vow

Executive Summary

Awareness of Alzheimer’s Society was low, limiting long-term growth and reach. To raise awareness and understanding, drive vital donations and make dementia a priority, the charity needed to evolve the brand; explaining services and bringing a refreshed look.

Strategy

Dementia is Britain’s biggest killer but following years of under-representation and underfunding, it isn’t the priority it needs to be.

The team conducted several rounds of research with more than 8,000 colleagues, volunteers, supporters, people living with dementia and carers. These insights informed the people-focused and empathetic new brand positioning: ‘Together we are help and hope.’

The new positioning was paired with an updated logo, the Forget-me-not flower—a long-standing symbol and association of dementia. The task became getting this position and problem—the scale of dementia—in front of people in a compelling way.

Creativity

The launch needed to connect with people emotionally: ‘The vows we make to loved ones’ was the approach conceived. When we state in front of our kin that we’ll be there in sickness, we aren’t thinking about dementia. But for a third of people born today, it’s a reality.

Inspired by a personal story, ‘The Ultimate Vow' explored how dementia is the ultimate test of any relationship. A two-month integrated multi-media plan ran across TV, BVOD, cinema, radio, press, OOH, social and PPC. Amplifying through owned and earned channels was key to maximising engagement, reach and impact.

Results

For Judges eyes only.

The Team

Medialab Group - George Gwilliam, Business Director - Charles Batchelor, Client Managing Director - Amy Bevis, Senior Marketing Manager - Maddy Buchanan, Account Director - Kesia Bendinelli, Account Director

Alzheimer’s Society - Alex Hyde-Smith, Director of Fundraising & Marketing - Tom Brown, Associate Director Strategic Marketing - Victoria Evans, Senior Marketing Manager - Laura Parsons, Marketing Executive

New Commercial Arts - Miriam Goode, Business Director, Tom Hayward, Account Director - Janki Shah, Account Director - John Blight, Strategist New Business

Contributors

Biscuit Filmworks, Untold Studios, Factory Studios, Hand of God, King Henry, Work Post