“Change The Ending” – our heartbreaking campaign for Alzheimer’s Research UK

Our latest campaign for Alzheimer’s Research UK shows how dementia steals happily ever afters, and urges the nation to support them finding a cure for the UK’s No.1 Killer.

The heartbreaking animated film brings to life the ‘happily ever afters’ that dementia has stolen. Despite the fact that millions in the UK will go through a devastating journey with dementia, there is still a startling lack of awareness about the devastating effects of the condition. Alzheimer’s Research UK has revealed that less than half (49%) the British public can name memory loss as an effect of dementia, with over a fifth (22%) saying they have no idea how the condition impacts people.

This impactful film brings home the importance of Alzheimer Research UK’s mission to find a cure, and urges the British public to stand with them and support their revolutionary research. The campaign is the first under their new platform ‘For A Cure’.

The Disney-style animated ad, created by Above+Beyond, begins with the quintessential fairytale ending, showing a prince and princess slaying a dragon and riding off into the sunset, happily ever after. But, as the Oscar-winning Olivia Colman begins to narrate, we slowly realise that this isn’t the ending we all know and expect.

In “Change The Ending”, we witness the prince decline in character and appearance – at first forgetful, but then evolving into someone fearful, and physically weak – much to the concern and sorrow of a princess who remains stoic and committed to his care.

It ends with a match cut from animation to a real couple in live action, revealing that this isn’t a fairy-tale but the devastating reality for the almost one million people in the UK living with dementia today, with someone developing the condition every three minutes. But there is a way to change the ending – through research.

With this campaign, Alzheimer’s Research UK urges the nation to stand with them to find a cure for dementia and change the ending for millions.

The film is two minutes long, and launches on TV with a special ad break in Channel 4 News on September 21st, which is World Alzheimer’s Day. The full-length version plays out across cherry picked spots on TV, as well as in cinemas nationwide. Additional 30- and 10-second cut downs run across TV and social media until November 1st. We planned and bought the media, putting an emphasis on high attention environments that would ensure audiences were drawn into the story and its hard-hitting ending.

Ed Cox, Founder and Managing Director at Yonder Media, said: “This is such a powerful piece of creative work, we decided we needed a media strategy that would do it justice. Typically, media agencies would run a mile from a long-format ad, but we recognise the importance of impact – and this film is at its most powerful on the big screen and in high attention moments that only cinema and appointment-to-view TV can offer.”

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