The Telegraph x ARUK | UK media first for The Telegraph and Snapchat
Alzheimer’s Research UK teamed up with The Telegraph to launch #ShareTheOrange.
The central element of the campaign was a powerful video fronted by Breaking Bad star Bryan Cranston, with animation from Wallace and Gromit creators Aardman Studios, highlighting the common misconceptions about the disease and the cutting edge research that’s tackling it – using the analogy of an orange.
The campaign included the UK’s first ever branded content takeover on Snapchat via the Telegraph’s Discover channel. The takeover ran for 24 hours with three standalone videos offering Alzheimer’s Research UK 100 per cent share of voice to the Telegraph’s growing Snapchat audience.
With supporting content sharing real-life experiences including that of Telegraph sports writer Charlie Eccleshare, as well as interviews with scientists working at the forefront of dementia research, the result is an impactful, emotive campaign that delivers a simple but important message - to #ShareTheOrange and raise awareness of the disease.