This campaign, created by Domain, features two 60-second executions designed to encourage people to make a monthly donation by direct debit or to request more information about the charity research into ways of combating dementia.
The first ad, “Lost”, highlights the impact dementia has on families, and features a woman talking about her experience of losing her husband to dementia.
The second ad, “Lab”, focuses on the lack of funding for dementia research and emphasises that research is the only hope of finding ways to treat, prevent and one day cure Alzheimer’s and other forms of dementia.
The campaign follows a study published by the Alzheimer’s Research Trust this month which reveals that research spending on dementia is low compared to the cost of treating and caring for the 820,000 sufferers in the UK.
The author Sir Terry Pratchett, who has a rare form of Alzheimer’s and is patron of the Alzheimer’s Research Trust.
Emma Douglas, marketing officer at the Alzheimer’s Research Trust, says: “This is the first time we have used TV to reach out to the nation and highlight to every home the devastation that Alzheimer’s causes. The aim is to establish if DRTV is a viable component for ART to include in our communications mix.”