Most marketing relies on communicating a clear message, but for this campaign we did the opposite to create engagement. 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 who has had first-hand experience with dementia will know that this form of muddled and dissonant speech becomes increasingly common as the disease progresses.
We sought to capture an authentic representation of this loss of lucidity, whilst at the same time weaving a romantic and profound message in the spaces between.
The second page ‘fills in the gaps’ to reveal the last love letter that Joe (a real patient) would have wanted to send his wife Lucy had dementia not taken his opportunity. The piece ends by asking the reader to support research that might one day save the life of someone they love.
