New Ad Campaign Creates Urgency Around Dementia

Melbourne advertising firm HBT has teamed with Alzheimer’s Australia Vic, to present the facts about dementia, raise awareness of the condition and ensure people understand it is a serious brain disease.

Dementia is Australia’s second leading cause of death after heart disease. It’s one of the country’s biggest, yet least understood conditions – with over 70 per cent of Australians admitting that they know very little about the disease. What’s more, almost half of the population do not understand that dementia is fatal.

In fact, a quarter of us believe that it is just a normal part of ageing.

Alzheimer’s Australia Vic briefed HBT to highlight that people touched by the disease are not alone and there are support services available. A second TVC was created to reiterate the message that Alzheimer’s Australia Vic, as the peak body, is the organisation to go to for information, education and support.

With over half of the population professing that dementia is something they “would rather not think about”, the challenge was to emotionally engage a largely passive and disengaged public.

HBT director David Hayes said: “In order to deliver on the brief, it was important for us to not shy away from illustrating the harsh realities faced by those who live with dementia – but rather, to focus on them. A visual analogy for the deteriorating brain was our breakthrough. This was essential to achieve cut through and ensure the facts resounded with viewers.

“We are proud to be associated with an organisation like Alzheimer’s Australia Vic. They’re great people doing an unbelievable job – in the face of what can be a really distressing disease for everyone who is touched by it.”

Alzheimer’s Australia Vic CEO Maree McCabe commented on the campaign, “The public perception of dementia is greatly at odds with the reality of the disease. HBT’s confronting response to our brief will make a significant inroad towards bridging this knowledge gap. A greater understanding of this disease will help to effect change. Even a small change in levels of understanding in the community can make a big difference in the life of someone who is living with dementia.”

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