Awareness of Alzheimer’s Society is low, limiting long term growth and reach. Only 2% of people can spontaneously name it as a health charity. To achieve their vision of a world where dementia no longer devastates lives, the brief was to evolve the charity’s brand to make it bolder, clearer and more memorable. In turn, the charity aims to raise awareness of who they are and what they do, drive vital donations, and make dementia the priority it deserves to be.

Inspired by a personal story, The Ultimate Vow connects with audiences emotionally through the universally understood concept of marriage vows and shows how dementia challenges the commitment of ‘in sickness and in health’. This story inspires a broad audience to care about the issue, think differently about dementia, and donate so that Alzheimer’s Society can provide help and hope for everyone living with dementia now and in the future.

The film shines a light on the everyday reality of living with dementia. We follow married couple Adam & Laura from the moment Adam first experiences the early signs of dementia, to the confirmation of his diagnosis, and the ongoing deterioration of his condition. This is entwined in the narrative of Adam struggling to make a cup of tea.

Over the film, we hear Laura narrating her wedding vows, creating a powerful juxtaposition with one of the happiest days of her life to the most testing times of their relationship.

Just as the couple vowed to be there for one another, Alzheimer’s Society vows to be there for everyone living with dementia. This is reflected in the arrival of an Alzheimer’s Society Dementia Adviser, giving vital support to the couple. The film ends with a donation ask to ‘help end the devastation caused by dementia’, narrated by Colin Firth.

• Impact: 136,026 All Adult Impacts

• Reach: 66% Adults (35m) @ 4 frequency and 76% Adults 45+ (22m) @ 5 frequency

• Engagement: Significant increase in total web sessions with nearly quarter of a million extra visits to the AS website

• Change in Behaviour: Positive performance uplift on all fundraising products, significantly on products targeted towards older audiences

• Brand perception: Consideration to donate to Alzheimer’s Society is at the highest level in over 2 years

• Achievement against objective: Brand Buzz for Alzheimer’s Society reached the 2nd highest level in 2 years. Spontaneous Awareness during launch month was up to 5% which is the highest it’s been in 5 years.