A Week in Blackpool

Client: Alzheimer's Society

Dementia is the UK’s biggest killer—more than heart disease or any single type of cancer.

To make dementia awareness unmissable, we transformed an entire town—Blackpool—into a living, immersive demonstration of dementia symptoms embedding dementia awareness directly into public spaces, familiar landmarks, and daily routines, making the condition tangible and unavoidable.

The campaign used highly localised OOH placements to mirror dementia’s disorienting effects, aligning each message with its specific location to create maximum emotional impact.

We sparked local and national conversation, and drove record engagement with Alzheimer’s Society resources, and most importantly, empowered thousands on the path towards diagnosis.