Blackpool Transformed: Alzheimer's Society's Bold Campaign

In a remarkable initiative for Dementia Action Week, Alzheimer’s Society has launched the UK’s largest hyper-local out-of-home (OOH) campaign, transforming the entire town of Blackpool. This ambitious project, executed by New Commercial Arts, features 75 unique contextual advertisements spread across 120 poster sites, all designed to highlight the often-overlooked impact of dementia on communities.

Real Conversations and Local Insights

The campaign, inspired by real conversations with those affected by dementia, displays poignant quotes that bring attention to the disease's toll on daily life. These quotes, based on local insights, reference Blackpool’s historic sites, former amenities, and local legends, illustrating symptoms like memory loss and confusion in familiar places.

Emphasizing the Importance of Awareness

Alzheimer’s Society’s Alex Hyde Smith emphasizes the campaign’s importance: “With 1 in 3 people with dementia undiagnosed, it’s vital that we bring this devastating disease and its far-reaching impacts out of the shadows. The unique, contextual nature of the creative exposes the true reality for those living with dementia and their carers, highlighting how at Alzheimer’s Society, we strive to create a future where dementia no longer devastates lives.”

Making the Message Unmissable

The campaign’s scale and personal touch aim to make the message unavoidable. David Golding, Chief Strategy Officer at New Commercial Arts, notes, “This hyper-local campaign captures the hidden reality of dementia and its devastating impact. Taking over an entire town makes our message unmissable during Dementia Action Week.”

Blackpool as the Ideal Location

Blackpool, with its diverse array of outdoor media sites, was chosen as the perfect location for this extensive campaign. Marcus Orme, CEO of Medialab, explains, “Blackpool was the perfect fit for the campaign, with a range of strong outdoor media sites which can be coordinated together to convey the pervasive impact of dementia, and a rich history and wealth of local landmarks for creative work to build on. In partnership with outdoor media owners, we were able to deliver a town domination for Dementia Action Week by running across all digital inventory to achieve full share of voice alongside large format and transport sites.”

Raising Awareness and Encouraging Conversations

Through this comprehensive campaign, Alzheimer’s Society aims to shed light on the profound impact of dementia, encouraging conversations and raising awareness about a disease that affects millions of lives across the country.