New Commercial Arts, with charity client Alzheimer's Society, launch a new integrated awareness campaign, across Cinema, TV, Social & OOH. 'It's Not Called Getting Old' raises … read moreawareness of dementia symptoms and encourages people across the country to seek a dementia diagnosis if they are concerned. The campaign launches at the beginning of Dementia Action Week, the charity's biggest and longest-running awareness campaign which encourages people to 'act on dementia'. In the film, directed by Billy Boyd Cape, we watch a man in his mid-seventies come to the realisation that the seemingly normal behaviour traits of his wife, are actually the signs of something being seriously wrong. Consulting leading clinicians throughout the process, the campaign creative dramatises the symptoms of repetitive questioning and memory loss which can be signs of dementia but are often dismissed as signs of ageing. The emotive spot will run alongside a wider media and marketing campaign which tells people that asking the same question over and over again is not called getting old, it’s called getting ill – and could be a sign of dementia.
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