In a first-time partnership, Alzheimer’s Society and ECB teamed up on the 3rd day of the final men’s Ashes test last Saturday to raise essential awareness of the devasting disease. Kicking off the test England’s players swapped shirts, each wearing a different player’s name on their back. An action which serves as a clear reminder of the confusion often experienced by those living with dementia.
Through this partnership, we activated a number of impactful, tactical press ads across various Mail Metro Media titles covering the test series. Including one ad which was situated next to an emotional piece, featuring Marcus Trescothick’s experience with his father’s Alzheimer’s. We also secured several TV spots to play Alzheimer’s Society’s hugely poignant brand ad, the Ultimate Vow (developed by New Commercial Arts), throughout the test.
This was additionally supported by some fantastic content from Sky Sports, including player’s stories, as well as conducting interviews with Alzheimer’s Society’s CEO, Kate Lee, and Marcus Trescothick (more here).
Cricket should be unforgettable, but for 1 in 3 of this is not the reality. To see how you can help support Alzheimer’s Society’s essential services and pioneering research, click here.
