Young People with Dementia: Powerful charity PR campaign and film launch

Film Director Nick Tree approached us to help him promote a moving short film about a family affected by early onset dementia. Nick had directed the film for the Young People with Dementia (YPWD) charity, one of the only organisations in the UK providing specialist support for people under the age of 65 living with dementia. He wanted a consumer PR agency with great experience in film campaigns and entertainment launches. We needed to think about how to use this film to generate considerable awareness for the charity within a pro-bono approach.

Through our previous consumer PR experience, we knew that short films are difficult to promote. Therefore, we advised the charity to use the film to launch a larger scale awareness campaign, bringing together the film’s cast with real families affected by dementia in order to produce a hard-hitting package for media. The Dementia Doesn’t Care campaign was launched, and we took it the top tier British media with significant impact.