Created by New Commercial Arts for the Alzheimer’s Society, their latest campaign highlights the painful yet accurate reality of losing a loved one to dementia, and how dementia sufferers experience multiple losses of their personality long before their actual death.

The campaign opens with a son delivering a speech at his mother’s funeral, recounting how she initially ‘died’ 5 years prior, when she struggled to recreate her famous roast for the family. He then goes on to share other examples of how his mum ‘died’, from not being able to dress herself, to forgetting her son’s name. The purpose of the campaign is to highlight how dementia gradually erases facets of someone’s identity before their actual physical death, with the film ending on how the Alzheimer’s Society will be there to support family throughout.

Find out more on New Commercial Arts.