The Alzheimer's Society's highly effective new movie highlights the challenges caregivers face
Engine-made film clearly shows the plight of families caring for a loved one with dementia and highlights a petition calling on the government to tackle the UK's social security system
The film is an intimate and empathetic portrayal of the daily life of a woman who cares for a husband with dementia and unsuccessfully struggles for much-needed support.
Accompanied by OOH, online and social ads, the campaign aims to highlight the effects of dementia on entire families. It is released at a time when the UK social security system is being re-examined. Activists are calling for a clear, budgeted plan to ensure reform.
The Alzheimer's Society's goal is to raise awareness of the ads and encourage people to sign the Cure the Care System petition, which can be found here.
Credits:
Agency: Engine Creative
Creative partner: Jo Moore
Creative: Chris da Roza, Hugo Isaacs
Content: Scarlett Rushton
Design: Matt Fenn, Belinda Diangi
Photographer: Marco Mori
Directors: Novemba
DoP: David Foulkes
Production company: Academy