Alzheimer’s Society launches dementia campaign

A campaign, launched today by Alzheimer’s Society in conjunction with the Department of Health, has been created by Red Stone Design.

The nationwide public information campaign, Worried About Your Memory, aims to raise awareness about dementia, its symptoms and the importance of getting an early diagnosis.

Red Stone Design was appointed in February, on the strength of an existing relationship with the charity, following its corporate rebrand by Conran Design Group last September.

Red Stone design director Chris Davis explains that the brief the consultancy was given was ‘quite straightforward’.

‘The campaign is based on the central concept, Worried About Your Memory, and builds on previous campaigns, so we were asked to roll out the new corporate identity [by Conran Design Group], update and simplify all materials – creating the booklets, leaflets and packs that go out to GPs,’ says Davis.

‘Visually, it was important to build on previous campaigns, so we looked for things within the corporate palette, taking orange as the main colour to give standout and historical context. Research has shown that holiday memories are one of the broadest happy memories that we have, so we’ve used photographic images that suggest this,’ he adds.

Accessibility has also been a key aim throughout the implementation of the campaign, with short, sharp headlines and clear information defining style and layout, he explains.