BRIEF
- People diagnosed with dementia often experience being isolated by relatives, because lack of knowledge about the disease.
- People diagnosed with dementia often experience being isolated by relatives, because lack of knowledge about the disease.
- Show that people who get dementia, do not necessarily get a "death sentence", in spite of the disease they may still have many valuable years left with your loved ones.
CONCEPT
We have chosen to use the well known danish saying; "What you don't know, you won't feel sorry for!". We wanted to provoke the relatives and friends in relation to the disease, and give them more info about dementia. The saying has several meanings, it's also a direct contrast; since the relatives feel sorry because of the lack of knowledge about the disease. From the person with dimentia's point of view: They don't know, so they can't feel sorry. From the relatives point of view: It's much easier to ignore the disease and don't take responsibility.
TAGLINE
"Dementia puts thoughts in progress". This is a reference to the graphic part of the assignment. The tagline has two meanings; Dementia is a terrible disease that really gives the audience something to think about. On the other hand, the affected person has fewer and fewer thoughts through when the disease is advanced.
TAGLINE
"Dementia puts thoughts in progress". This is a reference to the graphic part of the assignment. The tagline has two meanings; Dementia is a terrible disease that really gives the audience something to think about. On the other hand, the affected person has fewer and fewer thoughts through when the disease is advanced.
AUDIENCE
Secondary caregivers such as friends, neighbors, acquaintances, colleagues, etc.
POSTERS
The campaign runs for 4 weeks. Every week two new posters will appear.
WEB ADDS
WEB ADD 1: Mouseover web add. It starts with a normal functional brain, and when mouseover it starts to fade, and in the end the tagline shows up.
WEB ADD 2: Self running web add with the line saying: "There is no cure for dementia, the most important treatment is help and caring from family and friends."
ADDS FOR MAGAZINE AND PAPERS
FULL PAGE ADDS
Left info text: "There is no cure for dementia, the most important treatment is help and caring from family and friends."
Right info text: "In Denmark lives 85,000 people with dementia. More than half experience being ignored by friends in everyday life."
HALF PAGE ADD
Info text: "Dementia is not a natural consequence of aging, about 5000 people in Denmark, between 40 and 65 are affected by the disease."
