Alzheimer’s Society rebrands to ensure disease is seen ‘as everyone’s problem’

Alzheimer’s Society hopes its new visual and brand identity will change the perception that dementia is “only for old people”.


Alzheimer’s Society has rebranded in order to cut through in a “bolder way” and move away from its “passive and cold” former image.

Alongside the more colourful new brand, the charity is also unveiling a new communications strategy, which looks to be “bold, credible and optimistic”.

Its new strapline ‘United Against Dementia’ aims to reflect the brand’s desire to become a “rallying point” for the dementia movement. It chose to retain its existing name due its heritage and brand equity.

The brand has also redesigned its website to make donating easier and to ensure it is “dementia-friendly”. It also plans to be more responsive to users’ needs and look at how it can personalise the online experience for visitors.

Research conducted in partnership with creative agency Heavenly showed that Alzheimer’s Society’s previous brand, although respected, was considered passive, clinical and cold. It had little stand out and wasn’t engaging enough people, which is why an overhaul was needed.

The charity says dementia is the biggest health and social care challenge faced by society. Deaths from dementia are rising year on year and more than 1 million people will have dementia by 2021. As a result, Alzheimer’s Society wants everyone to rise to the challenge and act now.

“Semi-prompted awareness is quite low at around 10% and has been for a long time. Given the size of the issue, we felt not enough people knew about the disease. We needed something that enabled us to be more visible,” Vivienne Francis, director of marketing and external affairs at Alzheimer’s Society, tells Marketing Week.


Challenging perceptions of dementia

Besides making sure that everyone affected can get the support they need, the brand also wants to invest more heavily in research. Through the rebrand, Francis hopes the charity can become “the rallying point for the dementia movement” and reach more people.

“People can sometimes view the disease as something for older people. One of the challenges will be to make sure we are changing perceptions of dementia and also making sure we cut through,” she adds.

“There haven’t been any new dementia treatments for the past 10 years, so it’s understandable that there’s hopelessness or apathy. We want to cut through in a bolder way.”

Alzheimer’s Society is set to launch a multi-channel campaign in April together with McCann London. Francis says it plans to use its survey results of people affected by dementia to help “build the dialogue” around dementia.

She concludes: “To help us build that dialogue we will be ramping up our digital activity and making sure we are using the data we have to sustain this dialogue with people, as dementia is everybody’s problem.”

Hide Comments2 Show Comments
  • Peter Bailey 26 Jan 2017 at 10:35 am

    Congratulations, Alzheimer’s Society! This looks fantastic. I’m sure this will bring greater and much-needed awareness to the cause, and I look forward to the campaign in April.

    • Juliette Coopey, Senior Brnad Manager at Alzheimer's Society 26 Jan 2017 at 5:28 pm

      Thanks Peter, we really appreciate the support and enthusiasm the rebrand is generating.

  • Post a comment

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here