Alzheimer’s Society: Giving an emotional conversation a platform across socials

01The challenge

Alzheimer’s Society speaks to a 40 plus audience across its other channels, but one in three younger people have a close connection to dementia and that group was not being reached. 

Working with Alzheimer’s Society for Forget Me Not Appeal Month, there was an opportunity to turn the flower logo into a visible national symbol of solidarity by capturing something simple and human: people picking up a phone and leaving a message.

Our goal was to build momentum from Dementia Action Week into June, using a steady stream of messages that grows with reach and meaning over time.

02The approach

Together with Alzheimer’s Society, the ‘Forget Me Not’ campaign was built around one idea people could step into. A phone box in Covent Garden transformed into a memory box, dressed in Alzheimer’s Society branding, inviting participants  to pick up the receiver and leave a message for someone living with Alzheimer’s or dementia, or someone they have lost to it. 

•   Designed with Alzheimer’s Society: we worked with the team on the design, sourcing and building the props that made it stand out.
•   One day, one location: on site for a full day of filming, capturing talent and the public.
•   Emotional storytelling at the heart of it: encouraging the public to share their stories by giving them a platform to do so. 
•   Unscripted, loose format: the public were prompted with questions to help give direction – nothing was scripted, allowing them to speak freely on a sensitive subject.

03The results

The campaign generated more than 2.3 million views and 35,000 engagements across TikTok and Instagram, showing the power of a simple idea that people could immediately understand and get behind.

The “leave a message” hook at the start of each video made the campaign tangible. It created a repeatable, public storytelling format that transformed lived experiences into compelling short-form content – stories that stopped people scrolling, sparked engagement and encouraged sharing. It also gave audiences a clear and accessible way to take part, including people who had never spoken publicly about dementia before.

That momentum was amplified by the wonderful talent who got behind the campaign, including Vicky Pattison, who spoke openly and movingly about her own experience of her grandad’s dementia, helping the campaign reach younger audiences and bring even greater visibility to the conversation and Alzheimer’s Society across socials.

🎥  2M+ overall video views

❤️ 35K+ engagements