Agency: Kinross + Render
Client: Department of Health (DH)/Alzheimer's Society
Timescale: June - December 2008
Why is the DH/Alzheimer's Society doing this now?
The objective is to encourage more people who are worried about their memory to visit their doctor and get a diagnosis. The Alzheimer's Society wants to be positioned as leading the fight against dementia and as the main force behind the campaign.
Who is being targeted?
Anyone worried about their memory or that of a friend or relative, people at risk of dementia, female family decision-makers, GPs, other health practitioners, public policy-makers and any other key people of influence.
Following the launch, a radio tour has been organised as well as a media day at IPC Media to secure coverage in its women's consumer magazines. Celebrity supporters are being interviewed by the media about their personal stories of family members touched by dementia.
The next stage of the campaign will see K+R targeting GPs and other health practitioners to help get the message across to patients. It will also be handling regional PR work by liaising with the Alzheimer's Society's regional offices.
Any potential pitfalls?
'It's not a very sexy subject and there's a lot of fear around the condition,' says Kinross + Render director Siobhan Griffiths. In addition, it is difficult to persuade consumer publications with younger readers to cover the subject.