Alzheimer’s Research UK; Insight 46

Key thought:

‘More often than not, it’s individuals that make history’

This brochure sought to recruit giving club members to collectively fund the final £2 million needed for a focused dementia study involving volunteers from the world’s longest running national birth cohort study. These individuals, all born in 1946, were now entering the age frame most linked to the onset of Alzheimer’s symptoms and their from-birth lifestyle data could prove revelatory. As well as naming the club and writing the copy, I interviewed key researchers at the Institute of Neurology for a more personal take on their aspirations. More than once, other clients have shown me this brochure and (not knowing I’ve written it) said ‘we’d like something like this’.