Digital mobilisation
Petition, landing pages, paid and organic social campaigns optimised for clicks, conversions, and shareability.
The challenge
Dementia is the UK’s leading cause of death, and unless things change, one in two of us will be directly affected. Yet one in three people living with dementia don’t have a diagnosis, and those who do often wait years. With new treatments on the horizon, early and accurate diagnosis has never been more urgent.
Alzheimer’s Research UK (ARUK) knew they needed to act.
They asked us to create a flagship campaign that would mobilise the public, pile pressure on government, and put dementia diagnosis at the top of the political agenda – while also strengthening ARUK’s voice as a bold campaigning force.
Our solution
We didn’t just want to make noise – we wanted to change the conversation about dementia diagnosis! Together with ARUK, we created Dementia Unseen: a campaign built on lived experience, grounded in insight and designed to inspire action at every level.
We started by listening. People affected by dementia told us how it feels to wait years for answers: invisible, overlooked, unheard. That feeling of being ‘unseen’ became the spark. From there, we developed a powerful proposition – ‘Make dementia diagnosis a right, not a waiting game’. This wasn’t a nice-to-have, this was something everyone was entitled to.
To bring it to life, we shaped a campaign idea that dramatised what being unseen really means – turning absence into presence, invisibility into visibility. We created a distinctive visual identity with two creative expressions working hand-in-hand:
Make a stand.
Urgent, striking portraits partly hidden behind bold graphic blocks. A literal depiction of being unseen, combined with powerful statements like ‘I want to be seen’. These assets gave us cut-through and urgency across social, petitions, and physical stunts.
Show the human impact.
Intimate, authentic photos of people and families affected by dementia. These images, framed and highlighted, brought warmth, credibility, and a human connection to why diagnosis matters.
Just as important was how we helped ARUK navigate their own internal processes.
Through boards, workshops and structured reviews, we gave their teams the clarity and confidence to align around one bold direction. By managing sign-offs positively and constructively, we made it easier to secure senior buy-in and keep momentum going.
From this foundation, we built a complete campaign ecosystem:
Advocacy tools
Banners, placards, props and graphics designed for campaigners to use at events, from community walks to parliamentary actions.
Supporter journeys
Storytelling assets that took people from awareness to deep engagement.
Media and policy hooks
Clear, memorable lines and visuals that translated into headlines, broadcast coverage, and direct influence with decision-makers. We also created the visuals for ARUK’s policy report, aligning detailed policy content with the campaign’s identity and making it more engaging and accessible, so the case for change landed with clarity and impact.
Throughout, we kept the campaign anchored in grounded hope: honest about the delays and failures people face, but optimistic about what change could unlock – support, dignity, and access to new treatments.
This wasn’t just another campaign. It was a movement: a collective call to government to guarantee the right to an early, accurate dementia diagnosis for everyone.
Outcome
The results speak for themselves.
60,000+ signatures already secured, momentum building towards 70,000 ahead of Westminster hand-in.
We’re smashing targets – currently 24.19% over target at this stage of the campaign, with the bestperforming creative converting at 3.8%. That’s nearly double our forecast!
High-level influence: opening doors to MPs, Lords, ministers and policy debates, securing ARUK a seat on the National Audit of Dementia. And positioning ARUK as a bold, credible voice in dementia advocacy and energising a growing network of supporters, volunteers, and campaigners.
Working with Different Kettle on our Dementia Unseen campaign has been a fantastic experience. They brought creative energy and clarity, helping us shape a bold concept that pushed boundaries while remaining sensitive to the subject matter. We really valued their flexibility, their ability to navigate a complex policy environment, and their skill in keeping our work focused under challenging timeframes. Their expertise and insight were instrumental in delivering a campaign that truly resonated and drove meaning ful action. Thanks again for your crucial role in making this all possible and for championing us along the way
Miriam and Ryan, Alzheimer’s Research UK
Related Work
Clients
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