Alzheimer’s Australia teams up with Ward6 for ‘simple and creative’ TV awareness drive
Alzheimer’s Australia has launched a month-long TV awareness drive as it attempts to educate Australians about the difference between forgetfulness and dementia.
The 30-second “simple and creative” ad from Ward6 shows the same briefcase, left behind by its owner, in a variety of locations. The voiceover says: “There’s a difference between forgetting something once and forgetting it many times. There’s a difference between forgetfulness and dementia.”
The ad, which airs for the first time on Sunday and will run throughout September, is intended to drive calls to the National Dementia Helpline.
Alzheimer’s Australia general manager marketing and communications Andrew Mills said: “Alzheimer’s Australia wants all Australians to look for and recognise the signs of dementia early, particularly loved ones and family. The condition is widespread and touches so many lives, but it is not a normal part of ageing. We’re delighted with the campaign and think that Ward 6’s simple, creative approach will help change lives for the better.”
Ward6 creative director Hugh Fitzhardinge added: “We have come up with what we feel is an elegant and simple piece of work that will appeal to all Australians and hopefully pull an emotional chord and actually change people’s behaviour.”
Credits:
Creative director: Hugh Fitzhardinge / Grant Foster
Writer: Hugh Fitzhardinge
Art Director: Jonathan Palasty
Head of planning: David Cousins
Account director: Kim Stamiris
Account co-ordinator: Georgina Fail
Agency producer: Amanda Cain
Production company producer: Vicky Ryan
Director: Sebastian Guy
Production: Invisible Artists
DOP: James L. Brown
Sound design: Rumble Studios
Composer: John Michael Green
Nice job guys. Looks great.
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Well done Hugh – produced with style.
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Well done on such a clear and sympathetic piece of communication.
It reminds me of when my Dad had to go into a nursing home and was diagnosed as needing a dementia-specific ward. Fortunately I challenged the diagnosis and was present when he was re-tested. I reckon he scored better on the test that the medical specialist!
Mind you, he couldn’t remember what happened ten minutes ago but remembered everything as clear as a bell from his younger days. The assessor was surprised when he sat down and did the Sudoku, word jumble and crossword in the Tele and left her floundering is his wake.
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