Helping A Charity Few Could Remember Take On Dementia - The UK's Biggest Killer

Client: Alzheimer's Society

Dementia is the UK’s biggest killer, placing immense strain on families, public services and society. Despite its scale and complexity, it has been under-represented and under-funded for years. Alzheimer’s Society, one of the few organisations capable of leading the fightback against dementia, faced a challenge of chronic invisibility that limited both awareness and impact.

This challenge intensified during the cost-of-living crisis, as demand for dementia support increased while charitable giving became harder to secure. Alzheimer’s Society needed to rebuild relevance and momentum, while proving that sustained brand-led communications could play a meaningful role in driving long-term growth and engagement. Medialab and Alzheimer’s Society developed a clear strategy: make the overwhelming reality of dementia inescapable. This was delivered through emotionally honest storytelling, high-impact media presence and partnerships that placed dementia into the living rooms everyday life, national moments and public conversation beyond paid advertising alone. The strategy demonstrated how disciplined, long-term media strategy can normalise conversation, build trust and enable greater investment in research, support services and campaigning - accelerating the charity’s ability to fight dementia.