Work & Wellbeing Brand Purpose Marketing & the Marginalized

Age UK’s Christmas card fades with time to draw attention to effects of dementia


By Ellen Ormesher | Senior Reporter

December 9, 2022 | 3 min read

The hard-hitting campaign shows how the disease can destroy many happy memories, including ones of Christmas.

Age UK

Every three minutes another person in the UK develops dementia / Age UK

To draw attention to the statistic that every three minutes in the UK another person develops dementia, Age UK Birmingham has produced a Christmas card printed with disappearing ink.

The materials mean that with exposure to air, half of the design will fade over time – changing the meaning of the image and highlighting the loneliness experienced by many people living with dementia, as well as their families.

Created in collaboration with One Black Bear, featuring an illustration by Abbie Reilly, proceeds generated by the cards will go towards supporting Age UK Birmingham’s work with older people living with dementia.

Age Uk Birmingham Card from One Black Bear on Vimeo.

Work & Wellbeing Brand Purpose Marketing & the Marginalized

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