'Don’t Change. Even If They Do': Alzheimer Society of B.C. Delivers Powerful Message

The Alzheimer Society of B.C. has released a bold new regional campaign urging people not to change how they support and spend time with family and friends living with Alzheimer’s disease or another dementia. Aimed at increasing the public's understanding of the role they can play in supporting people living with the disease, the campaign is a first for the charity.

The Alzheimer Society of B.C. ensures people affected by dementia are not alone, by educating and mobilising a broader community of care around them and supporting valuable research into the disease and people living with it.

Over 500,000 Canadians are living with dementia and one in five Canadians has experience caring for someone diagnosed with the disease. Meanwhile, it's estimated that 60% of people living with dementia live in the community.

“We have all experienced a sense of isolation during this pandemic; however, people living with dementia may feel this every day,” said Barbara Lindsay, interim CEO, Alzheimer Society of B.C. “Many people may not know how to react when someone in their life receives a dementia diagnosis. We want people to resist pulling away or changing normal behaviours - to keep 'showing up' for the person - because this consistency greatly reduces feelings of social isolation.”

The social awareness campaign titled, 'Don’t change.' demonstrates how friends and family can support people living with dementia by simply not changing what they would already do and keeping them active in their lives. Broadcast and social creative feature a person living in their home, with small reminder notes around the house, tell-tale signs that they are living with dementia. A family member or friend arrives to spend time with that person, like they always have, reinforcing the campaign message. A super at the end of the spots tells viewers, ‘Don’t change even if they do.’

Developed pro-bono by PS DDB, the campaign includes OOH, broadcast, social creative and a microsite that includes campaign information and an opportunity to create reminders to spend quality time with people living with dementia.

“We are asking people to purposefully decide to not change, even when the effects of the disease take hold of a family member or friend,” said Patty Jones, president of PS DDB. “This is a disease that affects too many, and there are simple ways to help make the situation better, to offer compassion and patience. It’s not hard to do. Just a simple visit or phone call can make a tremendous difference.”

To make the 'Don’t change. Even if they do.' campaign possible, PS DDB donated its creative services and resources. Pattison Outdoor generously donated media space and production partner Boldly provided discounted services. Filming took place in keeping with Covid-19 protocols and features a cast that were already in existing family or friend bubbles.     

Campaign creative is presently in market and will continue through autumn. Click here for more information about the 'Don’t change.' campaign.