Aimed at challenging misconceptions about the disease, the campaign by DLKW Lowe, targets the family and friends of people at risk of dementia who are likely to be the first to see the signs and can encourage their loved one to see their GP.
The £1.2m campaign will feature TV, radio and print ads. It will initially be piloted in two regions – the North West and Yorkshire and Humber – and if successful will be rolled out across the country.
The TV advert tells the story of a daughter as she becomes aware that her dad is struggling in a number of situations, such as leaving pans on the hob and forgetting where his car is parked. While accepting it was a hard issue to raise with him, the message is that acting on her concerns and getting help means she can keep the dad she knows for longer.
The campaign follows the successful national campaign, “I have dementia – I also have a life”, which ran last year. That campaign aimed to raise awareness of the condition and challenge the belief that people with dementia are not able to still enjoy life.
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