Red Bee Media develops first Alzheimer's Society TV ad
Red Bee Media, the global leader in transforming media brands, has created the Alzheimer’s Society’s first awareness raising TV ad.
700,000 people in the UK are currently living with dementia, so the creative challenge for Red Bee Media was to make dementia relevant to everyone, particularly those aged 40 to 60 and raise awareness of the reality of the condition.
Red Bee Media identified that women spend thousands of pounds during their lifetime trying to preserve youth on the ‘outside’, but rarely consider the implications of ageing on the ‘inside’. Dementia is not a natural part of ageing but risk does increase with age. The campaign, which adopts the style of a traditional beauty product ad, seeks to communicate the hard hitting message that 1 in 3 people will die with dementia and reveals the dramatic impact of the condition as people lose their memories, their ability to perform simple tasks or recognise their loved ones.
To make the point, the ad opens with a shot of three elegantly poised women and then focuses on each individual model whilst they smile calmly and caress their dewy skin and shiny hair. The narrator then asks a series of thought-provoking questions that reveal the effects of the condition: violent mood swings, needing help to dress, eat and go to the toilet; forgetting your children’s names. This causes the models’ smiles to drop when they realise this could happen to one of them.
The company pitched against six other agencies at the prestigious Promax UK awards, beating competitors such as 4Creative and BDA to secure the project. Many of the people involved in the creation of the work, including the models themselves, have relatives and loved ones affected by dementia. The ad was directed by Red Bee Media’s Chris Balmond, who has recently been awarded a Golden Arrow at the British Television Advertising Awards for his work on the PG Tips ‘Queen’ viral.
Andy Bryant, Director, Creative at Red Bee Media, said: “In a crowded market-place, charities are increasingly having to act more like a media brand to stand out, raise awareness of their cause and attract the support of the public. Transforming the Alzheimer’s Society brand has been an extremely rewarding experience and demonstrates our commitment to the Promax Charity Challenge.”
Alzheimer’s Society is the UK’s leading care and research charity for people with dementia, their families and carers. With the issue of dementia being so topical in the press, following author Terry Pratchett’s Living with Alzheimer’s documentary and the wife of former TV newsreader John Suchet being diagnosed with the condition, the Society has taken the initiative to use TV advertising for the first time to attract people’s support.
Linda Seaward, Head of Marketing and Publishing at Alzheimer’s Society, comments: “As this ad shows so clearly – dementia does not discriminate and anyone can be affected. As a charity our priority is to ensure we are supporting people with dementia with the services and information they need, which can mean that there is rarely money left for advertising. That’s why we are so grateful for this opportunity - having such a high-impact free ad means we can reach new audiences of all ages to raise awareness and begin to bring dementia out of the shadows."