By Amy Houston, Senior Reporter

April 28, 2023 | 2 min read

The thought-provoking campaign comes from The UK Dementia Research Institute and creative agency WongDoody.

To raise awareness and educate people on dementia, an out-of-home (OOH) activation featuring moving poems about dementia has been unveiled in major cities across the UK. Each displays memories written by women suffering from the disease, describing the often-fleeting moments that make up the fabric of life.

Inspired by Mary Oliver’s poem The Summer Day, the campaign is based on the final line, which reads: “Tell me, what is it you plan to do / with your one wild and precious life?”

To coincide with the billboards, there is also a short documentary-style ad that explores a selection of memories from women diagnosed with early onset dementia.

Grace Francis, global chief creative and design officer at WongDoody, said: “Our participants opened up to help us capture life in all of its complexity – the wild, the serene, the mundane and the profound. We’re so proud to share their memories through an OOH campaign that will give people a reason to stop and think about what it really means to be alive, and to take on board the impact dementia can have on that life.”

The campaign comes as shocking stats revealed that, in the UK, two in three people living with dementia are women. Plus, two-thirds of unpaid carers are women, leading to additional financial and emotional strain on many.

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