Promax Brief 09 - Alzheimer's Society Campaign: April 2009

2008/2009 Promax UK Student Awards.

The closing deadline is Wednesday 26th June 2009

Entries postmarked or sent on that day will be accepted. Any entries postmarked or couriered after that date will not be accepted.

THE CLIENT

Alzheimer's Society, Leading the fight against dementia

Alzheimer’s Society is the UK’s leading support services and research charity for people with dementia, their families and carers.

The Society supports people with information and quality services through its branches, over 230, across England, Wales and Northern Ireland. It advises professionals working in the field, funds research and campaigns for improved health and social care and greater public understanding of dementia.

For more information about Alzheimer’s Society and dementia, visit

www.alzheimers.org.uk

THE COMPETITION

Understanding dementia and prevalence

Dementia describes a group of symptoms that is caused by diseases of the brain and is not a natural part of ageing. It robs people of their lives and simple daily tasks become a challenge; not knowing how to make a cup of tea, for example, or what to do with shoe laces. The behavioural and psychological symptoms of dementia worsen with time. The pace of progression depends on the individual and each person’s experience is unique.

Key facts

o 700,000 people in the UK are living with dementia. By 2025 there will be one million. Its prevalence is already close to that of cancer and as the population ages, it will overtake it.

o One in three people over 65 will die with dementia.

o Dementia affects both men and women, from all walks of life and from every culture and creed. Dementia can happen to anyone.

Your creative challenge

January 2009

Requirement - Develop supporting communications that work in conjunction with ‘Skin’ (Alzheimer's Society’s first 30 seconds awareness raising TV commercial).

Objectives of required material

To build on the communication and feel created in the TV commercial ‘Skin.’
To create complementary elements in the communication mix; working together to create an integrated awareness-raising campaign.
Icon: to become a recognisable device of the Society

Please complete at least 2 of these media choices:

· Outdoor 48 sheet posters/underground posters

· Bus sides

· Tube cards

· Online banners/scrapers – can use flash animation if desired.

· A striking viral communication for people to send each other.

· Develop an icon that represents the cause and/or the Society. (ie: a red ribbon representing the AIDS cause and pink for cancer - or the wristbands representing specific charities or the poppy for Veterans). More guidance on the icon development at end of document.

Background on ‘Skin’, 30 second TV commercial and your supporting media

Primary aims

· To raise awareness of the reality of dementia.

· To draw the audience to the Society; the commercial concludes with a call to support Alzheimer's Society in its fight against dementia.

Target audience

Primary audience:

Men and women aged 40-60.

Reaching new audiences was important to the Society in the development of this execution. The above mentioned age group may have little or no personal experience or knowledge of this devastating condition.

Key motivators of primary audience:

Research shows that there is greater fear of dementia among 40-60 age group (particularly among women) than any other condition including cancer, heart disease/stroke.

This is also the age group whose parents are at risk of developing dementia and they may also have experienced grandparents with dementia.

Creative approach for the TV commercial

The TV commercial’s point of reference is female skin cream/beauty product commercials and follows some of the key elements of this ‘genre.’

Proposition of communication

Dementia robs a person of everything that makes them the individuals they are – their memories, their skills, recognising the ones they love and ultimately their lives.

‘Skin’ 30” TV commercial treatment.

The tv spot recreates the look and feel of a cosmetic/beauty product anti-ageing commercial

Everything is lit softly and the set and wardrobe are in warm, neutral tones.

Three beautiful women in their late thirties, early forties are seen arranged elegantly in an almost limbo set They are clearly models and aware of their good looks.

We see close ups of each model smiling calmly at camera while the voice over talks about how we do everything we can to keep looking younger longer, fighting wrinkles, age spots and grey hair. The models respond to these words by caressing their skin, running their hands through their hair etc.

The tone of the commercial changes when the voice over beings to talk about other changes like violent mood swings, needing help to dress, eat or go to the toilet and forgetting their own children’s names. On hearing these words, the models’ poised smiles disappear, they look concerned, worried, disconcerted. Their world has changed.

As the camera pulls back, as if deserting the models, the women appear less and less like haughty models and more like real people. The voice over talks about the battle that has yet to be won, the fight against dementia for which there’s still no cure and the fact that 1 in 3 people over 65 die with dementia.

Viewers are asked to help Alzheimer’s Society lead the fight against dementia and a web site address is given for donations.

The desired response/what the viewer feels on viewing the piece
‘The thought of not knowing who I am, where I am and who the people around me frightens me. We need to find a cure’

The desired action/what the viewer can do
‘I want a world in which no-one has to go through this. I want to support work that will help find a cure or help families that are currently facing the challenges of this condition.’

Overall communication

There is no cure, dementia is terminal.

With your help we can fund research and continue to support people and families living with dementia.

Call to action

Help Alzheimer's Society lead the fight against dementia.

alzheimers.org.uk/donate

Tone of voice

People with dementia must never be referred to as ‘sufferers’ nor should they be described as ‘suffering’ from dementia. People with dementia, particularly in the early stages of diseases like Alzheimer’s, can be supported to have the best possible quality of life at every stage of their dementia journey. They are not ‘victims’, they have an incurable illness.

Creative considerations

The Society’s name must never be separated from its strap line (Leading the fight against dementia).
People with dementia must always be portrayed with dignity and respect.
The brand’s visual language is photography and illustrations are not allowed.
Executions to be in line with the Society’s brand guidelines.

Your creative challenge: compliment the above TV commercial following the same guidelines in at least 2 of the following types of media.

Please complete at least 2 of these media choices:

· Outdoor 48 sheet posters/underground posters

· Bus sides

· Tube cards

· Online banners/scrapers – can use flash animation if desired.

· A striking viral communication for people to send each other.

· Develop an icon that represents the cause and/or the Society

Additional information about the creative challenge for an icon

Before the Society rebranded in 2007, a yellow ‘haloed’ triangle – which formed part of the logo was used as a lapel badge. Occasionally the triangle was used as a stand alone in printed material.

The issue with the triangle as an icon revolved around its relevance to the cause (dementia) and the work of the Society or how the charity supports people and families affected by dementia.

There was also a lack of understanding of what the triangle meant, both within the Society (staff and volunteers) as well as the public.

Because the Society themselves were unclear on the meaning of the triangle they were unable to develop communication around it and send appropriate messaging to their audiences and the public.

Please keep these things in mind if you choose to develop an icon. It needs to have clear relevance and compliment the existing logo of the Alzheimer’s Society as an organization and the cause they represent.

Additional information for all media options

The Society logo and other key elements of the branding are available at www.alzbrandguide.org.uk

Finally, you will also need to write a 200 word statement (an abstract) about your idea, why you chose it and why you think it is a good idea.

Please send your sketch books and research. This is important to the judges who use it to see how well you have developed your idea.

Copyright laws should be observed. Material may be used from any sources as long as full credits of all sources are noted and supplied including music details but this must be done at the colleges' risk and if necessary permission should be sought by students. Promax accepts no responsibility or liability for copyright infringements and there must be no public showing of any unsolicited material.