Creative Campaign Hits Home with £11,000 Raised in First Two Days
London based creative communication agency, Within Design Ltd, is ringing in the New Year with the recent success of its video, ‘A cure for Derek?’ The video was commissioned by Alzheimer’s Society as part of its campaign to highlight the comparative lack of investment in dementia research.
Within the first two days of the launch of the video Alzheimer’s Society was delighted to receive over £11,000 in donations and the video itself racked-up over 5,500 views. Through the clever use of film as a medium to convey a serious message, ‘A cure for Derek’ contrasts the lack of progress made in dementia research compared to cancer research through the story of a married couple, Derek and Yvonne Wilson.
The poignant film charts the progress in cancer research against the lack of equivalent progress in dementia research. The major milestones in political will, government and industry and investment, major discoveries, and the translation of research into new treatments or new ideas about prevention and causes are featured within the 2.45 minute video.
Will Hambling, Managing Director of Within Design Ltd, explains
; “Unlike other mediums, film enables us to communicate difficult and complex messages in a way that is both easy to understand and relate to. The whole point of the film was to create a slight sense of helplessness to draw our audiences in, yet at the same time it was vital that our target audiences were also left with a feeling of hope.”
Lead designer, Chris Wiseman from Within Design, helped to shape the outcome of the final video. Although the film appears to be one continuous shot, which is then edited, it is actually numerous shots using a few lens changes. “We relied on the use of subtle yet expert techniques to generate an emotive and engaging film,” said Chris. “Using a crisp, white background and positioning Yvonne and Derek as the centrepiece, we were able to pull audiences in towards Yvonne and then away again with Derek – creating a sense of motion and depth to focus on the key points of the campaign and to draw attention to differences, which mainly become apparent towards the end of the film.”
Alison Cook, Director of External Affairs at Alzheimer’s Society, added ; “Ahead of the G8 summit on dementia research, our objective was to create a video which expressed the realities of living with dementia, a condition with impacts upon families up and down the country. There is no cure for dementia and the few treatments that do exist only work for some. By following the lives of Derek and Yvonne in this visually engaging format, we highlight the lack of advances in dementia research compared to cancer. With the creative guidance of Within Design we have been able to convey the desperate need for investment in dementia research through one couples personal journey.”
For further information on dementia and Alzheimer’s Society visit http://www.alzheimers.org.uk/ , or to watch ‘A cure for Derek’ see http://www.youtube.com/watch?v=9Us9EDHejHE&feature=youtu.be#
About Within Design Ltd
Within Design provide creative communications for forward thinking corporate organisations that have a lot to say and care how it is said. We are a full service communications agency covering all channels in an engaging, effective and lasting way, whilst building long-term relationships.
About Alzheimer’s Society
Alzheimer’s Society is a membership organisation, which works to improve the quality of life of people affected by dementia in England, Wales and Northern Ireland. Many of our 20,000 members have personal experience of dementia, as carers, health professionals or people with dementia themselves, and their experiences help to inform our work.
