Alzheimer's Society is calling on the government to fix the social care system with a powerful film revealing one woman's struggles to look after her husband with dementia.
The ad coincides with Dementia Awareness Week and focuses on the plight of carers by depicting a woman whose life is derailed when her husband is diagnosed with dementia. It plays out through her distressing phone calls and daily challenges during which she tries and fails to get the support she needs to care for her spouse. The film ends with the line, "Without support, dementia claims more than one life", and invites viewers to sign a petition to reform social care.
The work was created by Chris da Roza and Hugo Isaacs, and directed by Novemba through Academy. Medialab is the media agency.