Dementia UK

I live with Dementia

The brief

‘I live with dementia’ was Dementia UK’s biggest ever brand campaign. The charity wanted a campaign to highlight the experiences of the family members and carers of those living with dementia by sharing the message: ‘If you love someone living with dementia, you’re living with it too’. 

The campaign, conceived and led by Lark, aimed to increase brand awareness of the charity, and signpost direct audiences to download its new ‘Living With Dementia’ guide.

Lark invited us to work with them on the second phase of the campaign to  produce a suite of digital TV and radio ads.

The approach

Working in collaboration with Lark, our challenge was to realise their vision for three distinct ads based upon still photographs that were used to launch the campaign during its first phase. We helped to fine-tune the scripts for each ad and produced detailed shot-by-shot storyboards. 

Our team also carefully scouted locations to find the perfect space to shoot the ads. Once a location was found we had to be resourceful and creative with the set dressing to create the illusion of different houses for each of the characters featured. 

We then went on to manage the post-production of all of the digital assets. 

The impact

  • Engagement: More than doubled the target for guide downloads
  • Reach: DOOH delivered over 1.2m views, 600k more than planned
  • Awards: Shortlisted for a Purpose Award in 2023

“As ever, the team at MOREVER approached our brief with professionalism and creativity, and it was a pleasure to collaborate with them on such an important project for us.

We’re so proud of the end result – it captures the reality of living with dementia for so many families out there, and is generating some amazing results for us.”

Claire Sandham, Marketing and Brand Lead – Dementia UK


Campaign concept and script – Lark Agency 

Director – Dan Mellor

Producer – Aiyana Gane

DOP – Luke de la Nougerede 

Camera – Sam Cordell 

Sound – Dave Briggs

Runner – Gabriella Morrissey  

Editor – Vasil Dzhagalov

Hair and make-up artist – Annelie Byström-Turner

Actors – Stewart James Barnham, Sophie Cartman, Lorri Baker, Jay Kiyani, Carole-Anne Goodman, Amelie Whitley

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