Brief: Make people realise the seriousness of dementia and get some donations along the way.
Insight: By 2025 over 1 million people in the UK will be living with dementia.
Idea: To begin Dementia Action Week (11-17th May) with a blackout of social media photo access and of the advertising screens on the London Underground and in Piccadilly Circus.
Social Media: Facebook and Instagram.
For 15 minutes on 11th May from 8.30am and 5.30pm users will be unable to access their own photos and instead will receive an error message.
Ambient: London Tube
Ambient: Piccadilly Circus
Depending on the media a different message will show with easy donation instructions.