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Alzheimer's Research UK: Change The Ending
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Alzheimer’s Research UK, Above+Beyond and Yonder Media have launched a heartbreaking animated film to bring to life the ‘happily ever afters’ that dementia has stolen. Despite the fact that millions in the UK will go through a devastating journey with dementia, there is still a startling lack of awareness about the devastating effects of the condition. Alzheimer's Research UK has revealed that less than half (49%) the British public can name memory loss as an effect of dementia, with over a fifth (22%) saying they have no idea how the condition impacts people. This impactful film brings home the importance of Alzheimer Research UK’s mission to find a cure, and urges the British public to stand with them and support their revolutionary research. The campaign is the first under their new platform ‘For A Cure’. The Disney-style animated ad, created by Above+Beyond, begins with the quintessential fairytale ending, showing a prince and princess slaying a dragon and riding off into the sunset, happily ever after. But, as the Oscar-winning Olivia Colman begins to narrate, we slowly realise that this isn’t the ending we all know and expect. In the campaign film, “Change The Ending”, we witness the prince decline in character and appearance - at first forgetful, but then evolving into someone fearful, and physically weak – much to the concern and sorrow of a princess who remains stoic and committed to his care. It ends with a match cut from animation to a real couple in live action, revealing that this isn’t a fairy-tale but the devastating reality for the almost one million people in the UK living with dementia today, with someone developing the condition every three minutes. But there is a way to change the ending - through research. Oscar-winner Olivia Colman voices the new campaign, laying bare the harsh reality of the condition to improve awareness: “As soon as I heard about the concept behind Alzheimer’s Research UK’s campaign, I wanted to be involved and support their search for a cure. Dementia devastates lives and wreaks havoc on far too many families across the UK and around the world.
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