Alzheimer’s Society has taken over Blackpool’s billboards and OOH sites with a set of arresting, hyperlocalised ads which shed light on the hidden, everyday reality of living with dementia.
Created with New Commercial Arts and Medialabs to mark Dementia Action Week, the ads feature real quotes from people with the condition and their loved ones, encouraging the public to familiarise themselves with the symptoms of the condition.
The quotes, which reflect symptoms of dementia such as memory loss and getting lost in familiar places, also contain specific references to amenities and local legends in Blackpool.
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“This hyper local campaign captures the hidden reality of dementia and its devastating impact. Taking over an entire town makes our message unmissable during Dementia Action Week,” said New Commercial Arts founder and chief strategy officer David Golding.
Medialab CEO Marcus Orme said: “Blackpool was the perfect fit for the campaign, with a range of strong outdoor media sites which can be coordinated together to convey the pervasive impact of dementia, and a rich history and wealth of local landmarks for creative work to build on.”
“In partnership with outdoor media owners we were able to deliver a town domination for Dementia Action Week by running across all digital inventory to achieve full Share of Voice alongside large format and transport sites,” he continued.
The campaign follows on from Alzheimer’s Society’s touching ‘The Long Goodbye’ campaign, which highlighted how patients and their carers can experience multiple losses throughout the course of the disease.
There are currently 900,000 people living with dementia, a number that is predicted to rise to 1.6 million in the UK by 2040.
