Growing Alzheimer’s Society’s flagship fundraising campaign, The Forget Me Not Appeal

The Forget Me Not Appeal, Alzheimer’s Society’s flagship fundraising campaign, invites the public to make a donation and receive a badge in honor of someone affected by dementia. This annual campaign, active each May, encourages supporters to reflect on their personal connections to dementia, raising both awareness and funds for the cause.

Alzheimer’s Society and Medialab leveraged a strategic media plan to target primarily those aged 55 and above. The approach encompassed both awareness-building and conversion tactics through a mix of TV, radio, social media, and print channels. This dual focus aimed to maximise reach and engagement, driving substantial donations to support Alzheimer’s Society.

The campaign saw impressive results, far surpassing targets and demonstrating the power of a well-coordinated media strategy. The funds raised have enabled Alzheimer’s Society to enhance its support services, reinforcing its commitment to creating a world where dementia no longer devastates lives.