Alzheimer’s Society pushes Memory Walk fundraiser in latest campaign
The Alzheimer’s Society is aiming to raise awareness of its largest annual event the Memory Walk in a new integrated campaign that launched today (6 July).
Created by digital and direct marketing agency LIDA, the campaign will run across TV, radio, OOH and digital, specifically targeting women aged 35-64 to sign up for the walk.
The £3.3m push is centred around the TV ad, with copy co-written by the granddaughter of the couple who feature in it. It shows a woman suffering from dementia, making an appeal to the public to sign up for Memory Walk to help her husband who has supported her throughout the disease.
Jon Bodenham, director of fundraising at Alzheimer’s Society, said: “This year, we’re hoping to attract more walkers and raise more money than ever before and we believe the Memory Walk campaign will be an important tool to reach out and inspire people to participate.”
Building on the TV ad, LIDA also created a series of OOH executions focusing on the same couple. For example, one of the prints ‘walk for my wife’ features an old black and white photograph of the young couple, this time with words written by the husband to his wife.
The media strategy and activation for the campaign has been handled by M2M.