Alzheimer's Australia Vic creates urgency around Dementia in a new campaign via HBT, Melbourne

Screen Shot 2015-09-03 at 7.41.52 am.jpgMelbourne advertising firm HBT has teamed up with Alzheimer's Australia Vic to launch two new TVCs, to be released on Sunday September 6, aimed to present the facts about dementia, raise awareness of the condition; and ensure people understand it is a serious brain disease.

Dementia is Australia's second leading cause of death after heart disease. It's one of the country's biggest, yet least understood conditions - with over 70 per cent of Australians admitting that they know very little about the disease. What's more, almost half of the population do not understand that dementia is fatal. In fact, a quarter of us believe that it is just a normal part of ageing.

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In addition to resetting people's understanding of dementia as a degenerative condition of the brain that kills, Alzheimer's Australia Vic briefed HBT to highlight that people touched by the disease are not alone and there are support services available. A second TVC was created to reiterate the message that Alzheimer's Australia Vic, as the peak body, is the organisation to go to for information, education and support.

With over half of the population professing that dementia is something they "would rather not think about", the challenge was to emotionally engage a largely passive and disengaged public.
In both TVCs, the audience is invited into the life of a woman living with dementia. This intimate insight is complemented with a visual analogy reflecting the degenerative nature of the condition, physical deterioration of the brain, and life threatening impact of the disease. Set against this visually confronting context, the key facts are delivered to the audience with maximum impact.

Says David Hayes, director, HBT: "In order to deliver on the brief, it was important for us to not shy away from illustrating the harsh realities faced by those who live with dementia - but rather, to focus on them. A visual analogy for the deteriorating brain was our breakthrough. This was essential to achieve cut through and ensure the facts resounded with viewers.

"We are proud to be associated with an organisation like Alzheimer's Australia Vic. They're great people doing an unbelievable job - in the face of what can be a really distressing disease for everyone who is touched by it."

Says Maree McCabe, CEO, Alzheimer's Australia Vic: "The public perception of dementia is greatly at odds with the reality of the disease. HBT's confronting response to our brief will make a significant inroad towards bridging this knowledge gap. A greater understanding of this disease will help to effect change. Even a small change in levels of understanding in the community can make a big difference in the life of someone who is living with dementia."

Agency - HBT
David Hayes - Creative Lead, HBT
Director: Jon Webb
Editor and VFX: Damian Dunne
Sound Design and Music: Bang Bang Studios
Client Team: Fiona Mason, GM Marketing, Alzheimer's Australia

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