Emotional advertising and partnerships generated substantial long-term fundraising income for Alzheimer’s Society.
Although dementia costs the UK £42bn a year in estimated costs and is increasing in prevalence, in 2022 search interest in the condition was flat and the Alzheimer’s Society charity was experiencing plateauing awareness and intent to donate.
To drive enduring change, the charity needed to raise funds from a wider pool of donors and inspire broader societal action.
This paper sets out evidence that combining emotional advertising with major partnerships created a ‘Cultural Multiplier’ effect of buzz and conversation – with 2022-2025 campaign investment generating £80m income, which is forecast to rise further to £147m in long-term income by 2045.