Changing opinions and behaviours is always a tall order.
Stigma is an SOB.
For the Alzheimer's Society's awareness month, I built this campaign that put the control of the dementia conversation in the hands of the folks who deal with people's reactions every day.
Stoic. Vulnerable. Defiant. Coping. These are the qualities I asked my photographers to capture. These ads – designed to also show it's not just an old person's disease, by showing that younger caregivers also live with it – invite readers to a campaign microsite that tells their full stories, educates the public, and offers help.
Year 2 of this campaign was featured in The Message.
