Actor and author Shobna Gulati has fronted our thought-provoking new film for the charity, while stars from stage, screen and social media have appeared in a powerful portrait series.
The campaign, called #MakeBreakthroughsPossible, aims to drive hope that research will lead to effective new treatments for dementia and champions our brains as the key to overcoming the condition.
The film uses brain scan animations as visual inspiration to demonstrate all the amazing things our brains are responsible for, from human achievements to emotional experiences, and the potential for research to make breakthroughs possible for people with dementia.
The film has been brought to life by the creative agency Wonderhood Studios and animation studio Blind Pig. The Fugees have gifted the use of their track Ready or Not, featuring the sample of Boadicea by Enya. It launched this month across Alzheimer’s Research UK’s social channels.
In the film, Shobna, who stars in the Amazon Prime hit Everybody’s Talking About Jamie and is also known for her roles in Dinnerladies and Coronation Street, encourages people to watch and share to spread hope. Shobna has been a supporter of Alzheimer’s Research UK for several years, having cared for her mother, Asha, who died with mixed dementia in 2019.
Hilary Evans, Chief Executive of Alzheimer’s Research UK, said:
“The past year has shown us the potential for research to change lives, and more people now share our belief that research can and will deliver breakthroughs for people with dementia. With focused energy and resources, research has produced life-saving vaccines for COVID-19. We now need to channel that same energy and focus our efforts on research into dementia, our greatest long-term medical challenge.
“Our scientists have shown huge resilience and determination in the face of restrictions over the past year and are making great strides forward in the search for new dementia treatments. We’ve never been more hopeful about what research can make possible – but researchers need our support to be able to turn their discoveries into life-changing breakthroughs. That’s why we’re asking people to share our film to spread the message that through research, we can change the lives of everyone affected by dementia.”
More information on the campaign can be found by clicking here.