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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

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