We decided on Alzheimer's Society because it is widely misunderstood and not many people are aware of the many types of dementia and how to act around people who suffer with the disease. Also, as a mental disease, we discovered it would give us a great opportunity to try and visually bring out what is going on inside the brains of people who suffer with Alzheimer's. As the disease isn't physical, we wanted the challenge of being able to visually present it and incorporate the secondary impact it mas mentally and physically it has on their lives.

After looking through the website, we got a much better idea of how the charity works, what it does to look to the future for dementia, and how it explains the depth and complexity that Alzheimer's involves. We used our existing knowledge on dementia and compared it to how much we didn't know from the research on the website and we highlighted this as it was likely to be information that lots of other people also didn't know about or fully understand. 

These two images are from the NHS Alzheimer's Society and play with double exposure to explore two parallel moments in time. This use of the foreground image being calm and still adds a sense of urgency for the viewer with the distant scene of danger occurring. This use of double exposure slyly shows the viewer how situations like this that seem to be dangerous and pose a high risk are easily pushed in the background and not visible to the sufferer. This highlights how easy and common it is for people with dementia to make mistakes that usually wouldn't be made. It also shows how this can happen on a seemingly normal day which is hinted by the people carrying on with normal daily tasks such as brushing teeth and eating. The small short captions on the side demonstrate how these circumstances happen and when the line is crossed from not being a concern to having the potential diagnosis of onset dementia. Therefore, it also highlights to the viewer the types of occasions this high risk can happen and the sings to look out for within their own group of family and friends.

This campaign for Alzheimer's Society was very simplistic and removed the visual use of people entirely. However, it was still very impacting because the captions were so short but relevant and caught attention of the viewer. The captions mentioned something initially that was negative and then it faded (which in itself is foreshadowing the path of the person's memories) into an even more negative situation that the audience don't expect so this makes it gripping for the audience to read. The white background however, suggests there is still a hold for hope and the shade of blue will be memorable once the branding is displayed that it belongs to Alzheimer's Society. The positioning of the writing on the left suggests being at the beginning of the journey as we read left to right and this indicates that the journey isn't over and again links back to having hope for the future and the journey in which the charity will hopefully make dementia a thing of the past. The smaller font compared to the size of the canvas suggests they wanted it to be subtle which is more intriguing and less forceful and it also reflects the nature of dementia and how it begins by being subtle and isn't always detected straight away by the person affected and by people in society. 

This campaign is very visually impacting as it's so different and old with the many outlines of puzzle pieces going on. The idea of having a spilt of two people hovering over each other reflects some of the stories we have from those living with the disease who have said they often feel like there is more than one of them in their head fighting to concentrate and they find it very frustrating trying to bring what is in their head into words and actions. For this purpose I feel it is very well thought out and the tiny puzzle pieces reflects the idea of being scattered mentally and not being able to always put the pieces or words together so they can express themselves. However, this campaign may not be successful because the puzzle pieces could be representative of many mental impairments not just dementia. For example, it could reflect depression or anxiety as they feel there is more than one voice in their head contradicting the others and they find it hard to piece together what they really want or what they are really feeling and thinking. Therefore, maybe a tighter concept would make it more memorable to associate this campaign directly to Alzheimer's.

This advertisement I think is very interesting but only for certain methods of advertising. I don't think this would be appropriate for escalator panels or social media as it will be too smaller and an escalator campaign wouldn't allow enough time when travelling past it to work out what is going on. I think it's clever that they have made working out the poster almost a puzzle in itself as it shows how people with dementia feel fragmented and frustrating trying to work things out all the time. Also, once the viewer finds and reads the small caption in the top right, "she doesn't know which memory will go next", it then encourages the viewer to look back at the boxes and work out what mini stories and memories she has left and the viewer is left wondering what memories has she lost that were once in all the other boxes. The continuation of the daily living of drinking tea shows how every day that passes throws a new risk. This engages the viewer and automatically causes them to feel empathy for the people suffering with this disease and this is a way to gain people's charity and increases the chances of them donating to the cause.

This video very simple gives a verbal and visual representation of how Alzheimer's is mistaken for a natural part of ageing and this video analyses gives a suggestion on how we can prove it is a disease that can be prevented as it physically attacks the brain. The use of an orange initially is bright and has no link to dementia so is intriguing for the viewer. At the end when it is revealed that the weight of a brain attacked by the disease weighs the same as an orange, it grips the audience and a sense of reality suddenly hits. So I think this video raises a lot of awareness for Alzheimer's disease just by simply showing an orange breaking down and rebuilding itself.