ARUK: A brain with Alzheimer's weighs 140g less than a healthy brain – 140g is the same weight as an orange

This case study examines how ARUK, an Alzheimer's Research charity, increased awareness and reach through social video in the United Kingdom.

ARUK: A brain with Alzheimer's weighs 140g less than a healthy brain – 140g is the same weight as an orange

Agency: Field Day

Previous campaign work took ARUK from 25th to 8th most recognisable charity in the UK. With increased awareness of the charity achieved, the task was to create a shareable, emotionally arresting animation that would create understanding and have life beyond the campaign activity.

Creativity

The brain of a person with Alzheimer's weighs 140g less than a healthy person's.

This visual comparison was instantly understandable: that Alzheimer's is a disease - not an inevitable part of aging....

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