Change The Ending

Client: Alzheimer's Research UK

Alzheimer’s Research UK tasked Yonder Media with raising awareness of the charity and its mission to find a cure. With many people accepting dementia as an inevitable part of ageing, we needed to disrupt this sense of apathy.

Targeting affluent and comfortable mid-lifers, we ran a powerful, animated Disney-style creative to reveal the harsh reality of dementia and how it can ruin your fairytale.

We ran the full two-minute-long film across multiple environments from a C4 special ad break to cherry-picked TV and Cinema, and even on Social – flying in the face of conventional wisdom in pursuit of unforgettable impact and attention.

The strategy paid off, with our campaign achieving huge, earned coverage in the media; over 5m likes, comments and shares; a 2.5x lift in awareness; smashed System 1 benchmarks for fame growth; leapfrogged the competition; and drove donations up by 300% year on year.