Promax Charity Challenge Brief
Requirement
30” TV commercial.
The central concept of the script should be adaptable to a range of media, both on line and offline.
DeadlineTreatment in for 10th October. Final pitch materials (boards/animatics/ppt presentations) submitted by the 20th October
Aims and objectives
To raise awareness of the reality of dementia and to raise funds to support people with dementia and carers now - and find a cure for tomorrow.
Background
Dementia describes a group of symptoms that is caused by diseases of the brain and is not a natural part of ageing. It robs people of their lives and simple daily tasks become a challenge; not knowing how to make a cup of tea, for example, or what to do with shoe laces. The behavioural and psychological symptoms of dementia worsen with time. The pace of progression depends on the individual and each person’s experience is unique.
Alzheimer’s Society is the UK’s leading care and research charity for people with dementia, their families and carers.
Alzheimer’s Society has over 230 branches in England, Wales and Northern Ireland. Branches provide a range of services, information and support.
· Key facts
o 700,000 people in the UK are living with dementia. By 2025 there will be one million. Its prevalence is already close to that of cancer, and, as the population ages, it will overtake it.
o One in three people over 65 will die with dementia.
o Dementia affects both men and women, from all walks of life and from every culture and creed. Dementia can happen to anyone.
For more information about Alzheimer’s Society and dementia, visit
Target Audience
Primary audience:
Men and women aged 40-60.
Research shows that there is greater fear of dementia among this age group (particularly among women) than any other condition including cancer, heart disease/stroke.
This is also the age group whose parents are at risk of developing dementia and they may also have experienced grandparents with dementia.
However, the Society is hoping to reach out to new audiences, particularly in this age group, who may have little or no personal experience or knowledge of this devastating condition.
Proposition
Dementia robs a person of everything that makes them the individuals they are – their memories, their skills, recognising the ones they love and ultimately their lives.
Creative and communication challenge
The challenge is to make dementia relevant to people who do not have a link with or any understanding of the condition. If statistics are used, then the figures need to be put in context so the viewer can relate them to their own lives.
· The desired response/what the viewer feels on viewing the piece;
‘The thought of not knowing who I am, where I am and who the people around me frightens me. We need to find a cure’
· The desired action/what the viewer can do;
‘I want a world in which no-one has to go through this. I want to support work that will help find a cure or help families that are currently facing the challenges of this condition.’
Overall communication
There is no cure, dementia is terminal.
With your help we can fund research and continue to support people and families living with dementia.
Use of imagery
People with dementia must always be portrayed with dignity and respect.
Alzheimer’s Society is a photographic brand which means that treatments which employ illustration or animation (other than photographic animation) will not be considered. .
Tone of voice
People with dementia must never be referred to as ‘sufferers’ nor should they be described as ‘suffering’ from dementia. People with dementia, particularly in the early stages of diseases like Alzheimer’s, can be supported to have the best possible quality of life at every stage of their dementia journey. They are not ‘victims’, they have an incurable illness.
Call to action
The fundraising/support message must be accompanied by the website URL
alzheimers.org.uk (no www) No telephone number or address can be given.Branding
The Society logo and other key elements of the branding are available at www.alzbrandguide.org.uk
The Society’s name must never be separated from its strap line (Leading the fight against dementia).
Brief prepared by: Linda Seaward – Head of Marketing and Publishing.