DEMENTIA UK: TOGETHER AGAIN
Building awareness for a vital service
Two of the greatest healthcare challenges of our time are the growing incidence of dementia – and the lack of support available. In fact, dementia recently replaced cancer as our nation’s most feared condition.
Dementia UK‘s Admiral Nurse service is life-changing for those who are able to access it, but many of those who could benefit are unaware of its existence. This campaign aimed not only to make them aware of the service, but also to give them hope; to show them that with an Admiral Nurse’s support they could potentially reconnect with a loved one and enjoy moments of shared recognition and togetherness. Something they may not have thought possible.
In addition, Dementia UK hoped to reach a wider audience than those directly affected to raise public awareness of the valuable work carried out by Admiral Nurses. Although fundraising was never a primary objective, wider awareness of Admiral Nurses’ work is clearly vital to maintaining and extending the service – through individual giving, corporate sponsorship and local authority commissioning bodies.
‘Together Again’ ran across digital and social media channels. The film drove an 805% increase in views of Dementia UK’s online information pages, drove a spontaneous 22% increase in donations (despite the fact that it carried no fundraising request) and was shortlisted in the 2018 Cannes Lions awards.