Bright Blue Day

Core disciplines: Branded content, CRM/Customer engagement, Digital, Integrated marketing

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Alzheimer’s Research UK



What we don’t know can hurt us.

Alzheimer’s is just a normal part of ageing. It’s a disease that affects old people and means you start to lose your memory. And if my relatives have it, I too am likely to; at least it is not fatal. It’s just so wrong…

In fact all of that is wrong. You might not know it, but all those statements are myths.

We all believe “that there is no greater pain than to be helpless in the face of a loved one suffering” – and yet sadly that fear is not often realised into more understanding or action.

…. and a lot of that is driven from the fact that we don’t understand we have the power to change; we have the power to fight our fears. We have the power to defeat dementia.

In 2016 dementia and Alzheimer’s became the leading cause of death in England and Wales – more than cancer and heart disease. In fact 1 in 3 people born today will die with dementia; a cruel and indiscriminate disease that affects millions of people around the world.

Alzheimer’s Research UK is currently the leading force in dementia research. And they have set themselves the challenge of finding a life-changing cure by 2025.



We at BBD are proud to be supporting them in this mission and our first task has been to support the Alzheimer’s Research UK team in ensuring all their partners and stakeholders are aware of this brave goal, and have the tools and knowledge they need to support it.

The creative challenge being that it is very easy with such an emotive subject to use this as an emotional trigger – and whilst this can work incredibly well with your audiences for donation pleas. This needed to be about creating a positive message and ensuring every one of Alzheimer’s Research UK partners are working towards to same goal, and know how they were going to get there.  

We therefore worked with our client to create a powerful but positive message; using a split mechanic creative to challenge and debunk some of these myths and bring to life the activities that needed to happen in next 8 years.

We created engaging collateral that could be used internally to convey this message; including a vision video, a mission statement guide, screen savers, pop up banners and website content.



We are now also looking to make this content more ‘audience’ facing – creating some social content that can be used organically in the first instance, while we consider how best to approach a wider awareness campaign.



And whilst we await creation of this wider campaign and results of our initial internal release, all we know is that together we really do have the power to beat dementia!




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