The Drum Chip Shop Awards 2022 - Winner, Best Stunt or Experience

Where are we going?

Dementia is one of the main causes of disability in later life, ahead of cancer, cardiovascular disease, and stroke. As a country we spend much less on dementia than on these other conditions leading to research being desperately underfunded.

The total cost of care for people with dementia in the UK is £34.7billion. This is set to rise sharply over the next two decades, to £94.1billion by 2040. And there isn’t the funding to tackle the mounting epidemic. To bring awareness to this, we want people to empathise with the feeling of confusion and memory loss to encourage them to help with something that touches most people’s lives. We propose taking over prominent stations across London and the UK – gradually diminishing the information available on signage and maps as people travel through the station to induce a feeling of being lost and confused, accompanying this with key Alzheimer’s statistics. But all is not lost – people could scan the ads with their phone to reveal the information they need, and also donate to the charity. We would collect the data to retarget to people who have and haven’t donated, tailoring follow up messages to them via digital media channels.

To show the results of the campaign, we would use dynamic OOH technology to show live donation statistics to illustrate the difference people can make to Alzheimer’s research, and the lives of the people the disease affects.

Role: Copy and Concept

Client: Alzheimer’s Research UK

The Drum Chip Shop Awards 2021 - Nominated

Like it or lump it

Since national lockdowns have been introduced, cancer care has taken a backseat. Screening has been suspended, routine diagnostic work has been deferred and countless lifesaving operations and therapies have been missed unless extremely urgent. The problem is, cancer doesn’t wait for coronavirus and delays to diagnosis and treatment cost lives. We need to tackle this. Now. So I got to thinking about cancer… cancer involves lumps… one lump or two… tea… coffee… It was obvious. Macmillan is the right brand to bring to light the forgotten epidemic – one we don’t yet know the full extent of until the pandemic is over. We need to start talking about this, and treating those in need, before more treatable people die. We need to start the difficult conversation.

Role: Copy and Art Direction

Client: MacMillan

Awards 2022

SUD - Aromas of the Côte d’Azur