In a world where awareness about dementia remains alarmingly low, Alzheimer’s Society, in collaboration with New Commercial Arts, has embarked on a mission to shine a spotlight on the profound impact of the disease. With their latest campaign, “The Long Goodbye,” they aim to bring to light the heart-wrenching reality experienced by countless individuals and families affected by dementia.
Imagine a scenario where your loved one is slowly slipping away, not just once, but again and again, long before their physical departure. This is the agonizing truth faced by those living with dementia—a disease that robs individuals of their memories, their personalities, and their very essence.
At the heart of the campaign lies a powerful film directed by the BAFTA-nominated director, Charlotte Regan. The narrative follows the journey of a son as he delivers a eulogy at his mother’s wake, recounting the numerous times she seemed to ‘die’ before her physical passing. Through his heartfelt words, we witness the relentless toll of dementia on his mother’s life—the symptoms, the shattered relationships, and the gradual loss of self.
Inspired by real-life experiences, the film serves as a poignant reminder of the unrelenting heartbreak faced by hundreds of thousands of individuals affected by dementia in the UK alone. It underscores the urgent need for greater awareness, understanding, and support for those living with the disease.
Narrated by the acclaimed actor Colin Firth, the film concludes with a powerful message: “With dementia, you don’t just die once, you die again, again, and again.” This statement encapsulates the essence of Alzheimer’s Society’s unwavering commitment to stand by individuals and families affected by dementia at every stage of their journey.
But the campaign doesn’t stop there. It extends beyond the screen, encompassing a comprehensive media strategy crafted by Medialab. Leveraging a mix of TV, VOD, cinema, radio, and digital channels, the goal is to make the invisible devastation of dementia visible to a wider audience. Through strategic media planning, the aim is to maximize emotional impact and repeat exposure, ensuring that the everyday reality of dementia is not overlooked or forgotten.
At its core, “The Long Goodbye” campaign is a call to action—a call for greater compassion, empathy, and support for those grappling with dementia. By shedding light on the profound impact of the disease and advocating for change, Alzheimer’s Society is striving to make dementia the priority it deserves to be.
As the campaign unfolds, it serves as a poignant reminder that while the journey may be long and arduous, no one affected by dementia should ever feel alone. For Alzheimer’s Society, their pledge is clear: to be there, again and again, until the long goodbye finally comes to an end.
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