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
Finalists
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
