It’s not called getting old, it’s called getting ill.
To raise awareness of the fact that asking questions repeatedly over a short period of time isn’t a symptom of old age, but could be a sign of dementia, we created a 90” TV commercial for Alzheimer’s Society. It was directed by Billy Boyd Cape and ran on TV, across social and in cinemas during Dementia Awareness Week in 2022 – and again in a second burst later that year. It was awarded a D&AD pencil and several British Arrows.