Alzheimer's Society commits to fight dementia in ‘The Ultimate Vow’

The new campaign from New Commercial Arts highlights the devastating effects and emotional impact of dementia.

Georgie Moreton

Deputy Editor, BITE Creativebrief


The Alzheimer's Society is committed to helping end the devastation that can be caused by dementia. A commitment which underpins the charity’s new campaign, ‘The Ultimate Vow’.

Created with the help of New Commerical Arts, the new integrated campaign aims to highlight the devastating effects and emotional impact that dementia can have.

An emotive campaign film directed by James Rouse, follows a couple Adam and Laura, and the struggles their relationship faces due to Adams's battle with dementia. The film shows the first moments that Adam first experiences of dementia and follows his journey his condition deteriorates. As a voice-over to the film audiences can hear Laura narrating her wedding vows, creating a powerful juxtaposition with what would have been one of the happiest days of her life to the most testing times of their relationship. A creative approach which reiterates the promise she made to her partner in sickness as well as health. 

During the couple's struggles, an Alzheimer's Society Dementia Adviser arrives to help and provides vital support to both Adam and Laura. The film ends with a call for donations to ‘help end the devastation caused by dementia’ so that the Alzheimer’s Society can continue raising vital funds and give hope to those living with dementia. The spot is narrated by Colin Firth. 

Alongside the film, portraits of three real-life couples affected by dementia shot by Mary McCartney will run across out of home, press and social channels. Each photograph tells the story of when the couples made their first vows 'in sickness and in health' and how Alzheimer’s Society has ‘vowed’ to do the same and help the couple through sickness. 

The campaign coincides with the reveal of the charity's new brand positioning including a new identity and brand promise. The new logo heroes a modernised forget-me-not flower, which has been used by the charity since 2010 and new brand line, “Together we are help and hope for everyone living with dementia”.

The message reinforces the society’s vital support for those living with dementia today, and shows a commitment to change by campaigning to make dementia a priority and secure funding for ground-breaking research discoveries. 

"One in three of us born in the UK today will develop dementia in our lifetimes. It’s the biggest health and social care challenge we face, but dementia isn't the priority it should be.” explained Harriet Foxwell-Corden, Associate Director of Brand and Marketing, Alzheimer's Society. 

“This campaign helps to shine a spotlight on the devastation dementia causes every day, and why the work of Alzheimer's Society - providing support today and researching the life changing breakthroughs of the future - is so vital to help end this devastation. We vow to help people through some of the hardest and most frightening times of their lives, and through this campaign, we hope to be able to reach even more people who need us," she added. 

The emotive campaign flips well-known, impactful wedding vows on their head to evoke a sense of nostalgia, which powerfully brings to life the harsh realities of dementia whilst highlighting the vital work the charity is committed to.

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