Launching a powerful new brand platform for Alzheimer's Research UK to drive action and find a cure for the UK’s biggest killer

Every three minutes, dementia steals a happily ever after. It’s the UK’s biggest killer, yet it receives 80% less funding than Cancer research – and currently, there is no cure.

Research is the only way we can make dementia a thing of the past, and Alzheimer’s Research UK needed to shake the British public into action.

We created a new brand platform for Alzheimer’s Research UK – ‘For a Cure’ – a rallying cry to drive communications across the business and beyond. We launched it with a powerful film, subverting the classic Disney prince and princess fairytale story, showing how dementia cruelly steals happily ever afters.

The film launched on Channel 4 News and kickstarted a call to arms to find a cure for dementia and change the ending for the millions touched by this disease.

Results

300% increase in donations upon launch

Unprompted brand awareness from 3% to 8%