New Alzheimer’s campaign treads well worn path

Dementia is set to become the UK’s biggest killer it seems, not so surprising when many of us are living longer.

There’s no cure as yet, would throwing more money at it help matters? Maybe it would.

So the Alzheimer’s Society is teaming with ITV and Channel 4 to run this campaign from McCann London – ‘Time to forget,’ although there’s a twist on this of course.

What to say? Bill Nighy provides the V/O – is this a wise choice as he seems to do likewise on just about every charity ad. So you might think: here we go again, these things can be quite exhausting.

As ever with charity ads your reaction may be: OK, that’s the problem, what about the solution? Or, in this case, what, if anything, is being done to find a solution.

MAA creative scale: 5.

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