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MEC launches new multi-channel campaign for ‘Dementia Friends’
08/05/2014

MEC has launched a new multi-channel marketing campaign for ‘Dementia Friends’ on behalf of Public Health England.

Following a year-long movement, the marketing component of the campaign kicked off on 7th May. The campaign brought together a variety of agencies to change the way the nation thinks, talks and acts around the disease and to ultimately encourage the UK to become friends of dementia.

The activation launched with a new advertising campaign, including clips from a short online music film featuring a plethora of A-list celebrities - from Wallace and Gromit to Ray Winstone - singing along to The Beatles’ hit ‘With a Little Help from My Friends’. The campaign premiered with a prime time ‘roadblock’, running the TV ad through 31 programmes simultaneously at 19.45.

The online music film encourages viewers to become a Dementia Friend – which means gaining an understanding of the challenges faced by people with dementia and learning about how to help make life better for those living with the condition.

The campaign is also supported through an integrated partnership with the Guardian, focusing on broadening people’s understanding of the illness through content, editorial and infographic data visualization. A regional and national partnership with The Mirror uses content to amplify the messages of the campaign. An OOH six sheet campaign featuring some of the faces from the TV campaign also targets local communities and search activity is helping to drive increased awareness.

Emily Fairhead-Keen, Business Director, MEC, said: “We are incredibly excited to be working on the Dementia Friends campaign. Dementia is one of the biggest health crises facing the UK – there are currently 800,000 people with dementia across the nation and it is estimated that by 2021 there will be over one million people with the disease. This multi-channel campaign will aim to motivate the nation to create a movement of friendship and help support those with the disease and those carers helping those with it.”

This initiative forms part of the Prime Minister’s Challenge on Dementia, and builds on commitments declared at the 2013 G8 Dementia Summit, which included a call to improve the quality of life for people living with the disease. 

To follow the campaign and become a Dementia Friend please visit:http://www.dementiafriends.org.uk/

MEC launches new multi-channel campaign for ‘Dementia Friends’
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