Alzheimer’s Society shows the cost of care

In a powerful new campaign supporting Alzheimer’s Society’s Dementia Action Week, ENGINE Creative has turned the spotlight onto the forgotten victims of the condition: the familial carers whose lives are turned upside down.

Brought to life through a tender film helmed by Academy Films duo Novemba, and centred around a terrific, empathetic performance from Kate Dickie, Cure The Care System does a powerful job of speaking for those whose lives have been derailed in devastating ways, soundtracked by distressing phone calls in which she has to repeatedly explain her situation to anonymous voices on the end of the line.

After a year that would have been particularly tough on those isolated in similar situations, the campaign's specific focus is on ensuring the UK government honours its commitment to overhaul the broken social care system now, providing quality social care, that’s free and easy to access, no matter where you live – like the NHS.

Backed by accompanying print ads running OOH, online and on social, led with provocative messages like "My wife has Alzheimer’s, I’m forgetting who I am", this hard-hitting yet heartfelt campaign lives long in the memory.