Alzheimer's Society takes over Blackpool as part of Britain’s biggest hyper local campaign

This Dementia Action Week, Alzheimer’s Society has taken over the town of Blackpool with its first ever bespoke out of home 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.

Alex Hyde Smith at Alzheimer’s Society said: “With 1 in 3 people with dementia undiagnosed, it’s vital that we bring this devastating disease and it’s far-reaching impacts out of the shadows. The unique, contextual nature of the creative exposes the true reality for those living with dementia and their carers. And highlights how at Alzheimer’s Society we strive to create a future where dementia no longer devastates lives.”

David Golding, Founder and Chief Strategy Officer at the creative agency behind the campaign, New Commercial Arts said: “This hyper local campaign captures the hidden reality of dementia and its devastating impact. Taking over an entire town makes our message unmissable during Dementia Action Week.”

Marcus Orme, CEO at Media business, Medialab added: “Blackpool was the perfect fit for the campaign, with a range of strong outdoor media sites which can be coordinated together to convey the pervasive impact of dementia, and a rich history and wealth of local landmarks for creative work to build on. In partnership with outdoor Media Owners we were able to deliver a town domination for Dementia Action Week by running across all digital inventory to achieve full Share of Voice alongside large format and transport sites."