Dementia is the biggest health problem facing society. Yet Alzheimer's Society's main fundraising event is little known. We had to get the country walking and raising vital funds.
Don’t get people to walk for a charity, get them to walk for a person – a husband, wife, nan, and daughter. And give people a clear reason to raise money – a cure for dementia.
Working with a shoestring budget, we turned to the simple power of words. We told the real story of a couple living with dementia. While the copy is really personal, the storytelling is universal. And while the words lay open a deep sense of loss, they also provide moments of resilience, respect, dignity, and hope.
The sheer honesty of the idea is reflected in the simplicity of its execution. We used real and un-touched photographs. And we launched a brand new rallying call-to-action, inspiring people to WALK FOR A WORLD WITHOUT DEMENTIA.
'Walk For' is Alzheimer Society's most successful fundraising campaign ever. So successful, they've run it for 3 consecutive years, from 2015 to 2017. In that time, the number of walkers has increased from 32k to 110k. Funds raised have increased from 2 million in to 10 million in 2017. And we couldn't be prouder.