Health / Campaign / Film

EFPIA - Alzheimer's

Transforming perceptions of Alzheimer's through a powerful documentary featuring Chris Roberts, an Alzheimer's patient advocating for earlier diagnosis and a better understanding of life with Alzheimer's

The Challenge

Alzheimer’s disease is a growing public health crisis that deeply impacts individuals, their loved ones, and society as a whole. Despite its significant toll, there remains a lack of understanding about the disease and the priorities of those living with it. Our challenge was to highlight the importance of ‘quality of life’ for those affected, especially in the early stages, and to drive awareness around early detection.

The Smart Thinking

Through real-life stories, like that of Chris Roberts, who was diagnosed at 50, we aimed to transform perceptions and demonstrate that life with Alzheimer’s can still be meaningful and fulfilling. By showcasing Chris’ journey from diagnosis to advocacy, we emphasise the importance of timely detection and the long-term benefits it offers. 

The final video is a powerful documentary-style narrative filmed in an intimate, storytelling fashion. It captures the simple everyday experiences of Chris, articulating the reality of disease progression and the benefits of early diagnosis, to tell a tale of enduring hope.

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The Results

The final video launched at the opening ceremony of Alzheimer Europe’s 34th Annual Conference in Geneva – ‘New Horizons – Innovating for dementia’ and has been shared widely on social media.

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