Change The Ending

Introducing our hardest-hitting campaign film, Change The Ending – part animation, part live action. The film lays bare the harsh reality of dementia and is voiced by Oscar-winning actor Olivia Colman. The animation shows how the effects of dementia rob people of their ‘happily ever after’ to raise awareness of the devastating impact of the condition and to rally support from the public to find a cure.

It follows the story of a prince and princess, whose fairytale life together is ripped apart after the prince develops dementia. He experiences many effects of dementia, including forgetfulness, struggling with everyday tasks, becoming fearful and paranoid, losing the ability to walk and needing care.

We created the film – which launched on World Alzheimer’s Day (21 September 2023) – to put a spotlight on the urgent need to find a cure for dementia. While incredible progress is being made in dementia research, transforming the public’s understanding of the UK’s biggest killer is vital to speed up progress. Sadly, this is the devastating reality for almost one million people in the UK, with someone developing the condition every three minutes. But there is a way to change the ending – through research.