ABOUT

Young onset dementia (YOD) is defined as dementia diagnosed under the age of 65.

The early symptoms of young onset dementia are not recognised and are attributed to other causes including depression, stress, physical health problems and relationship changes. This can lead to a significant delay in getting an accurate diagnosis and appropriate support. Lives start to disintegrate and disappear. They become unrecognisable.

The need was to create an awareness campaign designed to grab the publics attention and engage them in a dynamic way, to alert them to the destructive nature of this type of dementia, and to give them the opportunity to help and get involved

Brief: Put young onset dementia in the spotlight, creating awareness of the illness to engage, inform and drive the public into taking action.

Proposition: Take young onset dementia out of the dark and into the light.

Creative idea: Illuminating life with young onset dementia.

As creative lead/creative strategist I lead a small team of creatives, working alongside planning and accounts, generating concepts and a full experiential/integrated campaign to raise awareness of young onset dementia, including 3D models, a gallery art piece with floor matt voice activation sensor, social media and digital. Copy with a CTA was created to drive the public to the Young Dementia UK website, to learn more about the illness, meet the real people and to get involved.

Role: Creative lead, art director, conceptualiser, copywriter, producer.

MEDIA:
EXPERIENTIAL
SOCIAL MEDIA
DIGITAL
RADIO