One of the biggest challenges of fighting dementia is making sure people get diagnosed as early as possible. We needed to drive awareness of how much of a difference this can make to someone with this disease.

This ad, ‘Disappearing Dad’ tells the story of an elderly man who’s quality of life has inexplicably started to deteriorate. His worried daughter takes him to the doctor where he is diagnosed with dementia. His early diagnosis helps him to get the right treatment and support, giving his daughter ‘the dad she loves, for a little longer’.

As a direct result of our campaign, GPs reported a 26% increase in discussions with patients about dementia related concerns.