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England World Cup Heroes Sir Geoff Hurst and Gordon Banks Unite Against Dementia


McCann London campaign for Alzheimer’s Society

England World Cup Heroes Sir Geoff Hurst and Gordon Banks Unite Against Dementia
Legendary English World Cup 66 winning squad footballers Sir Geoff Hurst and Gordon Banks are urging people to get behind the team again and unite once more - but this time in the fight against dementia. 

Hurst and Banks, who were part of England's winning 1966 World Cup team, have joined leading dementia charity Alzheimer's Society as dementia is a cause close to their hearts: three members of their team, Martin Peters, Nobby Stiles and Ray Wilson currently all live with the condition.

Dementia is set to be the 21st century’s biggest killer and there is currently no cure. Someone develops dementia every three minutes and Alzheimer’s Society warns too many are facing it alone, without adequate support.

The footballers feature in a fundraising drive for the charity as part of its major new brand campaign, 'United Against Dementia', created by McCann London. The campaign calls for people from all walks of life to set aside their differences and come together in the face of this devastating disease. 

The former footballers will star in the direct response arm of the campaign, which features a TV ad supported on out of home, print and digital platforms. This will run for six weeks, concurrent with the brand campaign.  

The ad sees the pair make an emotional return to Wembley Stadium, sharing their experiences and fond memories of being a part of the victorious 1966 World Cup Squad.  Gordon, whose brother David died with dementia in 2012, and Sir Geoff, are urging the British public to come together and unite against dementia, for the sake of urgently improving care, offering more support and understanding and finding a cure.  

Michael Dent, Director of Fundraising at Alzheimer’s Society, said: “It’s an incredible honour to have the support of football legends Sir Geoff Hurst and Gordon Banks OBE. We’ve seen that tragically, dementia doesn’t care who you are. If it can affect Britain’s greatest heroes like Martin Peters, Nobby Stiles and Ray Wilson, it could affect any one of us.

“Dementia can devastate lives, yet too many people face it alone, without adequate support. This direct response campaign will help us achieve our ambitious fundraising targets so we can urgently get the funding we need to improve care, offer help and understanding - and ultimately find a cure.”

Laurence Thomson, Co President & Executive Creative Director, McCann London, said: “Sir Geoff Hurst and Gordon Banks are true football legends and we are proud to be able to work with them in this important campaign, which we hope will help to drive donations and contribute to finding a cure for dementia.”

The United Against Dementia campaign marks a departure in tone for Alzheimer’s Society as it cements its bold, challenging new brand identity. The charity is determined to speak louder on behalf of people with dementia, highlighting the salience of the cause to society and creating the right conditions for giving. 

Vivienne Francis, Director of Marketing and Communications at the charity, adds: “United Against Dementia underpins our ambition to galvanise a dementia movement and reach every single person affected by dementia through our services – as well as improving care, offering help and understanding and ultimately finding a cure. Now is the time to change the dementia landscape forever.”


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Genres: Dialogue, Documentary

Categories: Charity, Corporate, Social and PSAs

McCann EMEA, Wed, 26 Apr 2017 14:12:52 GMT