Campaign: There’s a Difference Between Forgetfulness and Dementia

Campaign: There’s a Difference Between Forgetfulness and Dementia

Communications agency Ward6 will launch a new national television campaign for Alzheimer’s Australia.

The campaign will run throughout September and is intended to drive calls to the National Dementia Helpline.

Ward6 CEO Stuart Black said: “Calling the Helpline is a critical first step towards diagnosis and making a positive difference to life with dementia. It arms people with the knowledge required to more accurately identify the signs of the disease in themselves or their loved ones. Many Australians don’t recognise the difference between forgetfulness and dementia. We aim to change that.”

Andrew Mills, general manager, marketing and communications said: “Alzheimer’s Australia wants all Australians to look for and recognise the signs of dementia early, particularly loved ones and family. The condition is widespread and touches so many lives, but it is not a normal part of ageing. We’re delighted with the campaign and think that Ward6′s simple, creative approach will help change lives for the better.”

Ward6 creative director Hugh Fitzhardinge said: “Dementia is an incredibly complex area. There are plenty of misconceptions about it and a lack of understanding. We have come up with what we feel is an elegant and simple piece of work that will appeal to all Australians and hopefully pull an emotional chord and actually change people’s behaviour.”


Client: Alzheimer’s Australia
General Manager, Marketing and Communications, Alzheimer’s Australia NSW: Andrew Mills
Agency: Ward6
Creative Director: Hugh Fitzhardinge / Grant Foster
Writer: Hugh Fitzhardinge
Art Director: Jonathan Palasty
Head of Planning: David Cousins
Account Director: Kim Stamiris
Account Co-ordinator: Georgina Fail
Agency Producer: Amanda Cain
Production Company Producer: Vicky Ryan
Director: Sebastian Guy
Production: Invisible Artists
DOP: James L. Brown
Sound Design: Rumble Studios
Composer: John Michael Green

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