Alzheimer's Research UK Case Study
Alzheimer’s Research UK needed to rapidly build awareness of dementia and drive donations for research.
The challenge was stark: Alzheimer’s is the UK’s biggest killer, affecting 1 in 2 people in their lifetime, yet dementia research receives 80% less funding than cancer research.
Change the Ending launched on Channel 4 News during World Alzheimer’s Day, then rolled out across cinema, out of home and online.
Voiced by Olivia Colman, the film used the language of a fairy tale to make the reality of dementia impossible to ignore.
It moved from broadcast launch into wider public attention across press, social and culture.
The campaign quickly became a national conversation.
It was featured on BBC Breakfast and Lorraine, shared by public figures, and picked up across the BBC, Evening Standard, HuffPost, Yahoo, The Sun, ITVX, Adweek, Eastern Eye, Jersey Evening Post and the Daily Express.
Coverage called it powerful, thought-provoking, heartbreaking and incredibly moving.
The work cut through emotionally, but its real strength was effectiveness.
It shifted perception, earned major national attention and turned audience response into measurable action.
Awards Recognition
D&AD
Graphite Pencil, Animation
British Arrows
Craft Silver, Writing
British Animation Awards
Winner, Social Good Award
Creative Circle Awards
5 Golds, 1 Silver and 2 Bronzes
British Arrows
Bronze, The Impact Award
British Arrows
Bronze, Charity & Public Service
The One Show
Merit, Pharma / Film
The One Show
Merit, Music & Sound Craft / Sound Mixing
Cannes Lions
Shortlisted, Social & Influencer / Purpose
Purpose Awards
Finalist