The public is being urged to #sharetheorange in the new digital campaign for Alzheimer’s Research UK which launches on Facebook today.
The animation features an emotional plea by award-winning actor Christopher Eccleston, whose father died following a 14 year battle with vascular dementia. The film was conceived and directed by creative agency ais London, with animation by Aardman.
The 90” live action spot challenges the general misconceptions around dementia through the peeling and dissecting of an orange – a metaphor for how the physical damage caused by diseases like Alzheimer’s (the leading cause of dementia) means the brain can weigh around 140g less than a healthy brain. The same weight as an orange.
Alzheimer’s Research UK and ais London hope that by urging the public to share the film and raise awareness across Facebook and other social channels, it will encourage open discussion and educate people to the reality that dementia is not just a by-product of age and is caused by physical diseases.
In the same way the public has vehemently rallied behind AIDS and Cancer charities in recent years, it is felt that better understanding of dementia will lead to increased conversation, awareness and action; ultimately encouraging the public to donate and help researchers find a cure quicker.
The digital campaign will run alongside a two week national ATL campaign that begins tonight during ITV’s Coronation Street at 7.30pm. The TV advert is a continuation of last year’s hit campaign featuring powerful speeches by famous faces such as Sir Terry Pratchett, Katie Derham, Arlene Phillips and Seth Rogen.
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