Taking over entire town

Beginning in Blackpool, the campaign, which features 75 unique contextual executions across 120 poster sites, created by New Commercial Arts, highlights the hidden cost of dementia to communities across the country.

This Dementia Action Week, Alzheimer’s Society has taken over the town of Blackpool with its first ever bespoke OOH campaign. It highlights the hidden reality of dementia and its far-reaching impacts on families and communities, encouraging the public to familiarise themselves with the symptoms and seek an early diagnosis.

Alzheimer’s Society has taken over every available media site across the town and will display arresting quotes inspired by real conversations of people affected by dementia, demonstrating the toll of dementia on all aspects of life and communities.

Based on deep local insight, the quotes - which reflect the symptoms of dementia such as memory loss and getting lost in familiar places - contain references to historic sites, former amenities and local legends in Blackpool.

There are an estimated 900,000 people across the UK living with dementia, of which a third are undiagnosed, meaning they have no access to the vital services and support to help them cope with the devastating impact. This stunt aims to draw unmissable attention to their experience, demonstrating the ubiquitous nature of the condition which is so often overlooked, and Alzheimer’s Society’s role in supporting diagnosis and beyond.

Media planning and buying was handled by Medialab.