To mark World Alzheimer’s Day, Metro has partnered with Alzheimer’s Society and Medialab to produce a campaign introducing ‘The Real Faces of Dementia’.
Take place across seven days, the campaign is running first-person editorial pieces about living with the disease in a print supplement and a takeover across the Metro website.
The campaign aims to show readers the real faces and stories of those affected by dementia, as well as speaking to industry experts, carers and fund-raisers and providing practical information and support in a concerted effort to raise awareness.
900,000 people currently live with dementia in the UK, while one in three people born today will develop it. It is Britain’s biggest killer. However, too often it is a word that is whispered, with those living with it and those caring for them left to cope in silence. Over the next week, Metro, is looking to change that.
Liz Burcher, Metro’s supplements editor: “Our commercial and editorial team have been working hard to create a powerful Metro cross-platform campaign (involving sponsored editorial integration across print, online, social and video) that will raise awareness for a brilliant cause and showcase the amazing work that Alzheimer’s Society is doing in this space.
“Metro is proud to partner with charities like Alzheimer’s Society and utilise our mass-reaching platforms for the greater good.”