Alzheimer's Society: Walk for Them

This case study shows how the Alzheimer's Society in the UK broke down the taboos about discussing dementia to connect with people emotionally and drive support for its main fundraising event, Memory Walk.

Alzheimer's Society: Walk for Them

LIDA

Campaign overview

Dementia is the largest health problem facing UK society. But it is also a forgotten disease. Alzheimer's Society needed to raise more funds and raise more awareness of its main fundraising event, Memory Walk. Dementia is a disease that disconnects people from their lives, loved ones and communities. This campaign managed to break through by moving people and making it okay to talk about dementia, leading to a record-breaking year for Memory Walk and a rise of more than £1 million extra income to help fight the disease.

Strategy

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