The Alzheimer's Society launches Walk for World Without Dementia campaign

The Alzheimer's Society has a launched a campaign written by the granddaughter of a couple living with dementia, which aims to inspire people to take part in the charity's Memory Walk.

The new work, created by Lida, breaks today (6 July) and will support the charity’s biggest annual event, across television, radio, OOH and digital.

Central to the campaign is a 40-second direct response TV spot, which features a plea from a woman living with dementia for people to walk for her devoted husband and carer.

The ad was written by the couple’s granddaughter, Lida's Fiona Brown-Hovelt, and is "deliberately low-fi" in its execution, with real images of the couple and a simple piano soundtrack.

The ad closes with a photograph of the elderly couple and a call to action for people to visit memorywalk.org.uk and sign up to take part in the Memory Walk.

Nicky Bullard, executive creative director of Lida, said: "The challenge was to create compelling work on a shoestring. Work that didn’t just ask people to walk, but moved them to walk. 

"There’s no fancy tech here, just a simple, powerful and real story about a devoted husband, a woman in the midst of the condition and a granddaughter who misses her Nan." 

The spot was produced by Caroline Bruschan and art directed by Nicola Roberts at Lida. 

The charity appointed Lida to its digital and direct business in April 2014 and appointed Fallon as its ad agency the following month.

The media strategy and activation is being handled by M2M, which has developed a multimedia strategy to support the regional walks organised by the charity.

M2M won the media planning and buying account in April and is the charity's first media agency of record.

Alistair MacCallum, the chief executive of M2M, added: "We are proud to be working with the Alzheimer’s Society on their flagship fundraising event.

"This is a very powerful campaign that we believe will impact on both understanding of the issue and encourage more people to get involved."