‘An Alzheimer’s Society International: Football Should Be Unforgettable’

Leveraging a one-off England international, we raised significant awareness of dementia and Alzheimer’s Society’s life-changing work among a largely cold audience. Tapping into the hearts and minds of football fans, impressive creative ideas from pre-match to matchday and post-match maximised buzz and cut through the noise around the fixture across paid, owned and earned channels at all opportunities. Centred around the theme ‘football should be unforgettable’, the cut-through and engagement achieved by a one-off event was huge and the impact was clear: raising spontaneous awareness, a 64% increase in website visits and a coverage reach of 460m.