It begins like your typical Disney-style fairy story: After slaying a dragon, a prince and princess experience off into the sundown.
However their happily-ever-after turns the other way up when the prince is “struck by an invisible power much more highly effective than the dragon,” says the movie’s narrator, British actress Olivia Colman.
Prince Charming begins to indicate indicators of reminiscence loss, fearfulness and a decline in his bodily energy. Quickly he’s “a stranger she not acknowledged,” Colman says. The unhappy reveal on the finish is that he has dementia.
This reverse fairy story is a marketing campaign from the nonprofit Alzheimer’s Analysis UK, which requires assist find a treatment for dementia and Alzheimer’s illness–the main explanation for loss of life within the U.Okay.
Created by company Above+Past, “Change the Ending” launches on World Alzheimer’s Day on Sept. 21. The movie is a part of the group’s new platform, “For a Remedy,” aiming to attract consideration to the truth of dementia for each these residing with it and the folks caring for them.
Alzheimer’s Analysis UK discovered that 49% of the British public can identify reminiscence loss as an impact of dementia, with 22% saying they do not know how the situation impacts folks.
“Whereas most individuals have some concept of what dementia is, we are likely to assume it’s simply an inevitable a part of rising older,” defined Above+Past chief technique officer Dena Walker, who added that Alzheimer’s is only one type of dementia that may manifest totally different signs. “We have to spark extra dialog round dementia and the way evil this illness actually is, so persons are stimulated to do extra about it.”
With “For a Remedy,” Alzheimer’s Analysis UK desires to shift focus from mere consciousness elevating to “galvanizing folks to get behind [the organization] and their mission to seek for a treatment,” stated Walker.
To take action, Above+Past determined to begin with a recognizable style–fairy tales–and subvert the tropes. On the finish of the story, the animation switches to reside motion to painting an actual couple going through the illness.
“The rug-pull reveals how merciless it’s that dementia steals the happily-ever-afters from thousands and thousands within the U.Okay.,” Walker added.
The marketing campaign will launch with a particular advert break on Channel 4 Information, earlier than working throughout TV, cinemas and social media.
CREDITS:
Head of Model: Lorna Dawson
Model Supervisor: Hannah Reynolds
Inventive Company: Above+Past
Chief Inventive Officer: Dom Goldman
Creatives: Artem Bjork, Ash Prentice and Tim Van der Mee
Managing Director: Jonny Ray
Enterprise Director: Anna Fotheringham
Account Govt: Alice Ingram
Chief Manufacturing Officer: Laura Graham
Company Producers: Annabel Jewers, Charlotte Jude and Elin Tiberg
Head of Design: Andy Breese
Designers: Maria Kay and Kieran Rafferty
Technique Administrators: Mike Phillips and Claudia Bennett
Animation Administrators: againstallodds
Manufacturing Firm: Animation – Ardour Footage
Producer: Animation – Matt Saxton
Govt Producer: Animation – Belle Palmer
Manufacturing Firm: Reside Motion – Tubby Brother Movies
Administrators Reside Motion – Ben and Dan Tubby
Producer Reside Motion – Rosie Litterick
Producers Publish Manufacturing: Ellie Thwaites and Karen Noden, No.8 London
Sound Design: Sam Robson, No.8 London
Music: Composer Tom Participant through Wake the City
Music: Dom Bastyra, Wake the City
Media Company: Yonder Media
Managing Director: Ed Cox
