To raise awareness around its flagship fundraising event – Memory Walk – the Alzheimer’s Society has launched an emotive Out-of-Home (OOH) campaign with JCDecaux. 
The OOH activity, which features a mix of StreetTalk, Rail 4-sheets, and other formats (as part of a wider campaign), has been launched across England, Wales and Northern Ireland four to six weeks prior to the walks to provide enough time for individuals to sign up. The campaign will be active until mid-September.  
The creative features old photographs that include messages such as “Walk For My Wife” followed by a few emotional and thought-provoking words around the effects of dementia. 
To provide a local feel and highlighting the national reach of these OOH formats,  the campaign will be strategically showcased in close proximity to each walk (a maximum 30-minute drive away from each event, apart from London). 
Jon Bodenham, Director of Fundraising at Alzheimer’s Society, said: “With the growing number of people living with dementia in the UK, it is crucial that we continue to raise awareness around the condition. 
“This year, we’re hoping to attract more walkers and raise more money than ever before and we believe the Memory Walk OOH campaign will be an important tool to reach out and inspire people to participate.”
Walks will be taking place across the UK throughout September and October. 
 The campaign was booked with JCDecaux by M2M and Talon.