Dementia UK releases its impact report as animated video

The charity believes it will find a wider audience with the report in this format

Dementia UK has released its annual impact report as an animation for the first time. 

The report shows how the charity has helped those with the condition and how it has raised the awareness of Admiral Nurses, who work in the community with affected families. The 154-second video, which can be viewed above, on the Dementia UK website or through social channels, covers a wide range of its activities, including:

  • Admiral Nurses and carers
  • The Admiral Nurse helpline
  • Promotional literature
  • Fundraising
  • Legacies

Dementia UK said it chose to make an animated report for a number of reasons, primarily convenience for the audience. It said it recognised that its supporters might not have the time to read a full report, but still wanted to know how their support had helped the charity.

"With the short animation, viewers are able to see the achievements of the charity in a few minutes," Natalie Tomlinson, communications manager at Dementia UK, told Third Sector.

"The information is easy to digest because it is visually appealing, and it has had great feedback from all age groups. We hope that if we offer our report in different formats, more people will be able to see the difference we are making and will feel inspired to continue to support us in the future."

Dementia UK would not disclose how much the video cost to produce, but said it had worked with the agency JWA Creative.

The animation has been shared on the charity’s Facebook, Twitter, Instagram and LinkedIn accounts. The charity has also shared individual statistics as infographics, linking through to relevant areas on its website as a call to action. Tomlinson said these had proved popular and had been shared widely.

The charity created its first animation earlier this year to launch an awareness campaign about nursing care.

Together Again featured a husband trying to reach his wife, who has dementia, by navigating a stormy sea. With him is another person who represents Admiral Nurses, whose specialist knowledge and skills are used to help keep families that are affected by dementia closer.

The charity has made another animation, this time for children who have family members with dementia.

"This has been met with a great response," Tomlinson said. "We have started to add top tips from our information leaflets as infographics for use on social media, with a link to the full leaflet, and again these have proved to be very popular.

"We are aware of the importance of video on social media. It is more engaging and appealing."

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