Digital Campaign of the Week: The Alzheimer's Society's poignant film raises awareness of its Memory Walk fundraising event

The integrated campaign, running across TV, digital, radio and other advertising, focuses on an elderly couple coping with dementia

The campaign
The campaign

What is it?

A poignant film about a woman who suffers from dementia and the husband who is supporting her is being used by the Alzheimer’s Society to raise awareness of its annual Memory Walk fundraising event.

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.

Why now?

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.

What else?

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.

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