Short rationale: Channel 4 and ITV are uniting for the first time for a major brand campaign for Alzheimer's Society, created by McCann London.
Launching “United Against Dementia” on Monday 24 April from 20:55, this is the first time either TV station has partnered with one another to simultaneously introduce a new advertising campaign with a bespoke co-branded introductory message.
The campaign calls for people to unite in the urgent fight against dementia, which is set to be the 21st century’s biggest killer. Someone develops dementia every three minutes and there is currently no cure – but Alzheimer’s Society says too many are facing it alone, without adequate support, and society urgently needs to take action.
Both ITV and Channel 4 will run teaser spots ahead of the campaign launch, showing two hands coming together to form the “A” in Alzheimer’s, with the broadcaster's logos shown under the words, “Uniting for Alzheimer's Society”.
Executive creative director: Laurence Thomson
Director of marketing and external affairs (Alzheimer’s Society): Vivienne Francis
Creative works controller ITV: Kim Gilroy
Client development lead Channel 4: Sarah Honeyball