Alzheimer's Research UK and Alzheimer's Society
Dementia Revolution
Role: Art director, copywriter and designer
The brief
Alzheimer’s Research UK and Alzheimer’s Society joined forces for a one-off campaign as lead charities for the London Marathon. The campaign was developed around the idea of a movement and call to arms to maximise awareness, funding and research to end the cruel disease.
The solution
Inspired by protest art, resistance movements and fearless collectives – Dementia Revolution was born. I led a team of photographers, music producers, artists and celebrities to create a unified, powerful message. The campaign spanned across film, OOH, marathon signage, merchandise, social media and beyond.
The impact
The campaign proved incredibly successful, resonating with a wide audience and generating over 50K combined views on YouTube. More importantly, it spurred immense generosity, raising an impressive £4 million for Alzheimer's Research UK and Alzheimer's Society, surpassing any previous marathon lead charity campaign.
