Alzheimer's Society launches film for Dementia Awareness Week

Alzheimer's Society: rolls out Gone campaign
Alzheimer's Society: rolls out Gone campaign

The Alzheimer's Society is launching a new film that shows the isolating effects of dementia and the importance of connection.

The film called Gone, created by Fallon London, coincides with next week’s Dementia Awareness Week.

It shows a man with dementia sitting around the dinner table with his family. He slowly becomes disconnected to what people are saying around him until he is completely isolated. Then his wife touches his hand and it makes him feel more connected.

The film aims to not only portray the isolating effects of living with dementia, but to reassure people that through care, advice and research, Alzheimer’s Society can help keep people connected to those they love for longer.

Linda Seaward, Alzheimer’s Society’s head of marketing, said: "It’s really important that people not only understand the isolation and disconnection experienced by many people with dementia, but know that Alzheimer’s Society is here for them. The film does this job beautifully."

Fallon’s executive creative director Nick Bell said: "This film positions Alzheimer’s Society as the foremost charity concerned with dementia by accurately portraying some of the devastating effects of the condition."

The 40-second film will launch nationally on TV on Monday 18 May, and a 90-second version will be posted on the charity’s YouTube page. The films are supported by additional media, including out-of-home, print and digital.

The film was created by creative directors Sam Hibbard and Dan Watts, and directed by ThirtyTwo through Pulse Films.

Media for the campaign was planned and bought by M2M, who won the media business last year.

Fallon was appointed as lead creative agency for Alzheimer’s Society in April last year following a competitive pitch.

The charity’s investment in its brand is part of its five-year plan to ensure people living with dementia, as well as their families, know where to go when support is needed.

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