For the month of September, Alzheimer's Australia are working to increase awareness of dementia in Australia through a TV awareness campaign. The 30-second spot by Ward6 features shots of a briefcase that has been left in various locations with a voice-over saying: "There's a difference between forgetting something once and forgetting it many times. There's a different between forgetfulness and dementia."
The ad, which aired for the first time on Sunday, is also aiming to drive calls to the National Dementia Helpline. No doubt this will be done by tugging at people's heartstrings, which seems to be the most effective way to reach the Australian audience for serious issues (remember BeyondBlue's 'Stop. Think. Respect.' campaign?).
Alzheimer’s Australia general manager of marketing and communications Andrew Mills said: “Alzheimer’s Australia wants all Australians to look for and recognise the signs of dementia early, particularly loved ones and family. The condition is widespread and touches so many lives, but it is not a normal part of ageing. We’re delighted with the campaign and think that Ward 6’s simple, creative approach will help change lives for the better.”
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