UK | The Alzheimer's Association has partnered with soap opera Coronation Street to spread awareness of dementia in the UK.
Alzheimer’s Society has teamed up with ITV and Coronation Street in order to shine a light on the growing impact of dementia across the UK.
Created in partnership with Medialab and ITV Creative, the campaign features four bespoke linear spots which complement a storyline about beloved Coronation Street character Debbie Webster being diagnosed with dementia.
The voiceover, by former cast member Julie Hesmondhalgh, has referenced the growing prevalence of dementia in the UK and the critical work Alzheimer’s Society is doing to support people like the character of Debbie.
The voiceover is accompanied by images of iconic Coronation Street settings, with forget-me-not plants budding to reflect the growing problem of dementia. As the idents progress, the flowers begin to bloom, reflecting the help Alzheimer’s Society provides and its much-loved forget-me-not logo.
The co-branded spots will play out contextually during episodes airing on 14 April, 25 April, 28 April and 20 June, in which viewers will watch Debbie receive her diagnosis and navigate her next steps.
The idents will be accompanied by bespoke pause ads across ITVX, which spotlight the support Alzheimer’s Society provides and their upcoming Forget Me Not Appeal, launching in June.
This work was created by ITV Creative, supported by Flipbook & Meduktions for CGI design and Music.
The partnership and surrounding media were planned and developed by Medialab with support from the team at New Commercial Arts.
Recently, Alzheimer’s UK responded to the move by UK Prime Minister Sir Kier Starmer regarding the introduction of a new Health Data Research Service.
“Dementia is the UK’s biggest killer. Research will beat dementia, but we need to make it a reality sooner - through more funding, more partnership working, better access to data and more people taking part in dementia research,” said Kieran Winterburn, Alzheimer’s Society’s Head of National Influencing.
“That’s why Alzheimer’s Society welcomes the Prime Minister’s announcement today that red tape will be slashed for researchers, with a new secure, single access point to NHS data.”
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