As direct to consumer communication from a not-for-profit, there aren't any creatively limiting restrictions from governing bodies, however Alzheimer's Australia do have strict rules stipulating that people living with dementia should be depicting in a positive light and not stigmatised or stereotyped.

The prevalence of Alzheimer's disease in Australia is increasingly on the rise due to the ageing population. We needed to address the complex issues around diagnosis whilst encouraging friends, partners and family members to recognise the symptoms of dementia early on. The aim of the television commercial was to prompt viewers to call the National Dementia Helpline if they recognised the early signs of dementia in a friend or loved one.

This simple piece of film was shot by renowned DOP, James Jones, accompanied by an original music score. It shows a bag being left behind in various places around town, signifying that its owner is experiencing frequent forgetfulness, which can be an early sign of dementia. The ad prompts viewers to call the National Dementia Helpline to talk to someone who understands.