Alzheimer's Research UK – #ShareTheOrange

Alzheimer's Research UK and The Telegraph team up for a branded content campaign starring Breaking Bad star Bryan Cranston.

Platform: Cross platform

Date: March – June 2018

Media agency: Hearts & Science


  • The central element of the campaign is a powerful video fronted by Breaking Bad star Bryan Cranston, with animation from Wallace and Gromit creators Aardman Studios. It highlights the common misconceptions about Alzheimer’s and the cutting edge research that’s tackling it – using the analogy of an orange

  • Supporting content focuses on sharing real-life experience, including that of Telegraph sports writer Charlie Eccleshare, as well as interviews with scientists working at the forefront of dementia research. The result is an impactful, emotive campaign that delivers a simple but important message – to #ShareTheOrange and raise awareness of the disease

  • The campaign includes the UK's first ever branded content takeover on Snapchat via the Telegraph's Discover channel. The takeover ran for 24 hours with three standalone videos offering Alzheimer's Research UK 100% share of voice to The Telegraph's growing Snapchat audience

  • Other activity includes a paid partnership on Instagram and a content blast on on day of launch

You can view the partnership here.


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