Most marketing relies on communicating a clear message, but for this campaign we did the opposite. The first page the reader sees creates a sense of confusion – the sentences are disjointed, and the letter reads as a stream of chaotic consciousness.
Anyone with first-hand experience of dementia knows that this form of dissonant speech becomes increasingly common as the disease progresses.
We sought to capture an authentic representation of this loss of lucidity, whilst also weaving a romantic message in the spaces between.
The second page ‘fills in the gaps’ with a die-cut page that reveals the last love letter that Joe (a real patient) would have wanted to send his wife Lucy had dementia not taken his opportunity. The campaign helped raise over $105,000 which is currently funding promising research into a new isotope to help identify dementia sooner, and stop it in its tracks.
