Dementia UK: Children live with it too

Dementia UK wanted to raise awareness of the support its Admiral Nurses offered to everyone affected by dementia – beyond those living with the condition. The challenge was identifying a new angle to this important yet already well-covered topic.

Our response

Our research revealed an untapped area – the condition’s impact on children.

We polled parents on their child’s feelings on dementia. As we’d thought, children are just as impacted as their grown-ups, and a well-meaning desire to protect them was not actually the best approach.

From there, we invited children to submit artwork depicting how dementia makes them feel (based on the insight that children find it easier to express difficult emotions in pictures).

These were exhibited in Central London for a week. Drawings were displayed on fridges, emulating child artwork displays in family homes. This was to evoke the youth of our subject matter and really hammer our message home: that dementia impacts everyone, not just the person with the diagnosis.


Above all, our work as extended members of the charity’s brilliant in-house team drove emotive and tangible results, and the relationship we enjoyed with these fantastic clients was a memorable one.

We secured blanket coverage in titles including inews, GQ, BBC London and the Telegraph, delivering a total reach of over eight million.

Engagement on owned socials saw an average of 6.9% throughout the campaign – well above standard metrics.

During our campaign, online response to Dementia UK doubled. And to anyone living with this condition, we direct you to, where the best help is at hand.