Alzheimer’s Society partners with Coronation Street to create bespoke ads in tribute to dementia storyline

Alzheimer’s Society has teamed up with ITV and Coronation Street in order to shine a light on the growing impact of dementia across the UK. Positioning themselves as the charity who is there to tackle every aspect of the disease and to give help for today and hope for the future.

Working with Medialab and ITV Creative

Created in partnership with Medialab and ITV Creative, the campaign features four bespoke linear spots which compliment a storyline about beloved Coronation Street character Debbie Webster being diagnosed with dementia.

The voiceover, by former cast member Julie Hesmondhalgh, references the growing prevalence of dementia in the UK and the critical work Alzheimer’s Society is doing to support people like Debbie.

The voiceover is accompanied by images of iconic Coronation Street settings, with forget-me-not plants budding to reflect the growing problem of dementia. As the idents progress, the flowers begin to bloom, reflecting the help Alzheimer’s Society provides and its much-loved forget-me-not logo.

Alzheimer's Society's idents

The co-branded spots will play out contextually during episodes airing on 14 April, 25 April, 28 April and 20 June, in which viewers will watch Debbie receive her diagnosis and navigate her next steps.

The idents will be accompanied by bespoke pause ads across ITVX, which spotlight the support Alzheimer’s Society provides and their upcoming Forget Me Not Appeal, launching in June.

This work was created by ITV Creative supported by Flipbook & Meduktions for CGI design and Music.

The partnership and surrounding media were planned and developed by Medialab with support from the team at New Commercial Arts.