PRWeek UK Awards Winners 2016: Not-For-Profit

A simple central image helped Alzheimer's Research UK cut through misunderstandings of the disease in a short film that was viewed nearly 12 million times.

PRWeek UK Awards Winners 2016: Not-For-Profit

Dementia is hugely misunderstood, with the vast majority of Britons believing it is an unavoidable part of ageing and not, in fact, driven by diseases of the brain. 

The #sharetheorange campaign aimed to rectify this misconception. A short viral film combined a simple image: actor Christopher Eccleston showed how an Alzheimer’s-affected brain can differ in weight from a healthy brain by 140g, roughly the weight of an orange.

This "incredibly powerful" film was viewed nearly 12 million times and shared by more than half a million people. It really stood out and became the most successful digital campaign in the charity’s history.

 Judges’ comment

"Clever use of video. Using the orange to convey a complex story was inspired

Highly Commended 

Coast Campaign – National Trust


No one should have no one at Christmas – Age UK 

The Story Behind the Poppy – Shine @ The Academy for The Royal British Legion

National Moments for Smart Meters – Shine @ The Academy for Smart Energy GB

Grand Fest – TVC Group for Royal Voluntary Service 

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