Alzheimer’s Society has taken over every available media site across Blackpool in Britain’s biggest hyper local out of home campaign.
The campaign, created by New Commercial Arts features 75 contextual executions across 120 poster sites.
Running through Dementia Action Week, the aim is to highlight the hidden reality of dementia and its impact on families and communities.
“With 1 in 3 people with dementia undiagnosed, it’s vital that we bring this devastating disease and it’s far-reaching impacts out of the shadows,” said Alex Hyde Smith at Alzheimer’s Society.
“The unique, contextual nature of the creative exposes the true reality for those living with dementia and their carers. And highlights how at Alzheimer’s Society we strive to create a future where dementia no longer devastates lives.”
The creative has been inspired by the real conversations of people affected by dementia. They contain references to historic sites, former amenities and local legends in Blackpool.
“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,” added David Golding, Founder and Chief Strategy Officer at New Commercial Arts, which has offices in London and Glasgow.
Media planning and buying was handled by Medialab.
“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,” said Marcus Orme, CEO at Medialab CEO.
“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.”
