Today, Alzheimer’s Society launches the campaign for Dementia Action Week (DAW) 2022.

At the heart of the campaign is a simple human truth: that rapid forgetfulness is not a sign of getting old, it’s a sign of getting ill.

Dementia & Alzheimer’s Disease are the leading causes of death in the UK. And yet very few people can, or are willing to recognise the early signs of it.

At the heart of the campaign is a remarkable film from our partners at New Commercial Arts.

Supporting this film is an integrated media plan featuring buying and partnership work by Medialab, which involves bespoke support from ITV, launching today with a 90s spot in a solus break in This Morning, and spots in Coronation Street and Britain’s Got Talent.

And Boom radio, perfectly aligned with the target audience, will be recreating the rapid forgetfulness on air.

Thank you our partners at DCM, P&D and Clear channel UK for their ongoing and long-term support for Alzheimer’s Society and providing a premium platform for this wonderful creative.

Boom Radio Programme Director, David Lloyd commented, “As a station, we are always keen to make use of powerful creative devices to work alongside spot airtime to make the most of radio’s gifts. Like many in our audience, our time-served presenters like David Hamilton, Nicky Horne and Graham Dene can speak with some personal understanding of Dementia. They are also highly experienced at bringing messaging to life within their programmes, delivering enviably high listener engagement and recall”

Mike Barrett, Group Sales and Partnerships Director, ITV, said, “As always ITV are proud of the uniquely creative and engaging role we have played in supporting Alzheimer’s Society, Medialab and NCA in integrating their very latest and very moving Dementia Action Week story into key ITV programming like This Morning”.

Find out more about how to get involved here: https://www.alzheimers.org.uk/get-involved/dementia-action-week