Alzheimer’s Society Christmas Appeal

Challenge: To test a new creative DM pack against an existing Helpline focused DM pack.

Solution: Christmas can be a very stressful time for people with dementia and their relatives, so routine and consistency are really important. By focusing on the experience of a small boy whose Grandad has dementia, we were able to emotively explain how distressing Christmas can be using a beautifully illustrated storybook. In turn, this showed how invaluable the Helpline is and why supporters’ donations are so important.

Results: The pack exceeded its week 12 target in week 6, as well as an improved response rate compared to the existing pack (4.5% vs 3.5%).