What is it?
The integrated campaign is running across TV, digital, radio and out-of-home advertising and uses un-retouched images of the couple accompanied by a simple piano track.
In the film, which is co-written by the couple’s granddaughter, the woman asks for people to take part in the walk for her and her devoted husband – "Walk for the man who has become my carer; for the man who is my voice when I can’t find the words; for the man who kept his promise to love me to the end."
It closes with a current photograph of the couple and a call to action to take part in the fundraising walk.
The campaign has been started to inspire people to sign up for their local Memory Walks in September. The charity hopes it will raise £3.3m.
Black-and-white photographs of the couple when they were young are also being used as adverts to promote the campaign with words from the husband. The advertising will include animated banner ads and YouTube pre-roll ads screened before videos are viewed on the site.
What the charity says
Jon Bodenham, director of fundraising at the Alzheimer’s Society, says: "This year, we’re hoping to attract more walkers and raise more money than ever before, and we believe the Memory Walk campaign will be an important tool for reaching out and inspiring people to participate."
Third Sector verdict
Rather than relying on fancy technology, this campaign is special in its simplicity. By featuring a real elderly couple and their personal photographs, it brings the cause to life and will pull at the heartstrings of those with elderly relatives. It is a powerful way to tell their story and motivate people to do more.