‘Evolution, not revolution’: Alzheimer’s Society on ‘stripping back’ to make a bigger impact
The Alzheimer’s Society is on a mission to tell the “hundreds of thousands” of real stories of living with dementia after relaunching its ‘The Long Goodbye’ campaign.
In a bid to raise awareness about the harsh reality of Alzheimer’s and dementia, the Alzheimer’s Society is on a mission to streamline its brand messaging.
The charity faced a backlash over the first burst of its ‘The Long Goodbye’ campaign in April. The Advertising Standards Association (ASA) received 235 complaints about the radio and TV campaign, which showed those diagnosed with dementia as dying repeatedly, even though they are still alive.
Speaking to Marketing Week during World Alzheimer’s Month, head of brand and marketing at Alzheimer’s Society, Nick Wright, explains the charity is moving towards a vision of talking about why it exists, rather than messaging around living well.
