Brand Film Awards Winners 2020 - Healthcare

Alzheimer's Research UK wins healthcare category with #ShareTheOrange

Company: Alzheimer's Research UK  Credit: Aardman Animations, Legal & General  Film: #ShareTheOrange 

Despite dementia now being the UK’s leading cause of death, a recent poll shows 22% still incorrectly believe that dementia is an inevitable part of old age. This fatalistic attitude towards the condition is one of the biggest barriers to overcoming it. In the #ShareTheOrange campaign, Alzheimer’s Research UK joined forces with Samuel L. Jackson -  who has seen the effects of dementia first-hand – to battle this serious misconception

The film demonstrated the physical nature of dementia, illustrating the changes that take place over the course of Alzheimer’s disease. This understanding is vital to convey the life-saving message that because dementia is caused by physical diseases, research can help overcome this condition. 

With support from corporate partner Legal & General and working alongside animation studio Aardman, the campaign aimed to open up discussions about dementia and the need for more research. 

In total, the campaign achieved 3,566,595 organic views and 42,565 shares on social, an estimated campaign reach of 385 million across channels, and engagement in over 100 countries. 186 celebrities and influencers drove engagement with posts generating 639k likes/reactions and nearly 7,500 comments/replies – nearly tripling previous campaign achievements.

Judge's Comments: "The concept is fab. The production values are amazing. The execution is flawless."


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