The partnership delivers a multi-platform commercial and editorial content to build awareness and drive action for the important cause
In a unique and collaborative partnership with The MediaLab Group, co-created bespoke editorial content has been supported by contextual display ads and online targeting across Daily Mail, The Mail on Sunday, Metro, MailOnline and iNews.
An exclusive offer for Daily Mail readers at the charity’s online shop, driven by in paper and online promotion as well as email marketing, also gives readers 20% off a range of products designed to help people affected by dementia with everyday life.
For Dementia Action Week, Alzheimer’s Society is encouraging people to ‘act on dementia’ during this time. Recent research shows that the biggest barrier stopping people seeking a diagnosis was thinking memory loss is a normal sign of ageing.
The theme of Dementia Action Week this year builds on last year’s theme – encouraging people who are concerned that they or someone they know may be experiencing dementia symptoms to seek further help.
Tragically, 1 in 3 people born in the UK today will develop dementia. The campaign aims to highlight the symptoms and advice that can help guide anyone who has concerns about theirs or a loved one’s memory or dementia.
Dominic Williams, chief revenue officer at Mail Metro Media said: “As one of dmg media’s charity partners, Alzheimer’s Society is already a charity our colleagues are incredibly passionate about supporting.
“We’re very proud to be collaborating with them and The MediaLab Group this week to deliver such an important and impactful campaign for the cause.”
Tom Brown, associate director of supporter experience and engagement at Alzheimer’s Society said: “Having the support of The MediaLab Group and Mail Metro Media has really bolstered our ambition to reach as many people as possible who may be worried about their memory, or that of a loved one.
“This has never been more important, with dementia diagnosis rates stagnating, and many facing dementia alone without access to the vital support that a diagnosis can bring.
“We hope to continue building our relationship with these important publications, to help us provide help and hope to everybody affected by dementia.”
Steve Parker, executive director at The MediaLab Group said: “Creating partnerships with purpose to build awareness and drive action are critical for all causes and Alzheimer’s Society has a history of creating conversation through marketing to change behaviour.
‘Mail Metro Media has once again shown its passion for this important cause and ambition to collaborate and create to deliver a unique, editorial driven partnership that integrates key information, brand communication and important fundraising asks.”