Change The Ending - Alzheimer's Research UK
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- Опубліковано 19 вер 2023
- Not all fairytales end the way we expect.
Every 3 minutes dementia steals a happily ever after. Research is our only chance of making it a thing of the past.
Alzheimer's Research UK exists to find a cure. But we must act now to save our stories from the heartbreak of dementia sooner.
Please stand with us and together we will stop dementia in its tracks. #ForACure
Very powerful. I've lost family members to dementia and Alzheimer's. One told me in her clearer moments, "Everyone forgets where they put their keys sometimes. For me, I sometimes look at them and don't know what they're for."
Well done Alzheimer's Research UK! Yes my dad had a full life, he sung in a choir, he walked every day, he tried his best to garden/DIY but beneath it all, lingering like an uncoiling snake was this horrific disease which bit by bit takes over and squeezes the life out of your loved one. Yes there is the singing and the smiling but there is also the paranoia and the fear, the distress and the bewilderment. We need to be shocked, we need to know how bad it is. Sugar coating this illness won't have any impact. In my opinion, dementia patients are given a rough deal. You stand with your world falling apart and no one seems to know how to advise you. If this video goes some way to changing minds and attracting funding, then all to the good. I wish some one had been honest with us at the start. Too many 'Go and live your lives' and 'Each person's dementia journey is unique'. Blessings to those just facing this and to those like us who are looking back trying desperately to remember the loved one we knew before diagnosis.
My mom got diagnosed with young onset at 56 in 2022, this put me in tears.
My adoptive great grandmother had it, she woke up every morning crying because she was still alive. Heart breaking.
What a great idea. The high quality animation helped tell the story in a new and unique way that appeals to a wider audience. It’s visually appealing, charming, and high-impact. I hope it’s successful.
This got me all choked up. I lost two people this way and it was so bleak. Absolutely fantastic short film, really powerful.
Thank you for this different way to let our world know that this is what real life looks like for so many. May it prompt people to see and act.
Briliant, captivating . ...from fairy tale to the reality of how grim life can be, genius, well done !
Thank you, Fred. We are proud to stand for everyone affected by dementia. 🧡
It's like watching the one you love slip away.
This is absolutely phenomenal, beautiful and utterly heart wrenching. Very well done and I for one will be making regular donations from now on. Recent research is very promising indeed, let's hope it's finally the answer and that we CAN change the ending.
This wrecked me
so sad to watch, I lost my father years back, but he actually died last year. So hard to think about
Absolutely stunning and profound. What a Message! Great work. Blessings....
Thank you for standing with us! We're so grateful to have your support. 🧡
This is SPOT ON. We are in this journey.
I feel like what makes this so impactful is how much more terrifying it would be for this to happen in a middle age setting. Imagine someone getting dementia in an era where there were no doctors, hospitals, advances in science, therapists, or anyone with the qualities or experience to properly diagnose what was wrong with them. They would just be deemed insane, cursed, or some sort of unholy being and be sentenced to prison / death. Yet the princess was courageous enough to stay by his side for the rest of their lives regardless of the heartbreak it brought both of them. We've all seen psa's before but this helps to recontextualizes the situation in a way that leaves you completely heartbroken and left thinking about what you just witnessed. It's truly better than like 95% of the slop Hollywood has made in the last 10 years.
It is an impecable storytelling, congratulations. Is specially hard when you have one family member going through this...
Thank you for showing your support, Hector. We will not stop until a cure is found. For everyone. 🧡
Absolutely beautiful narration😢
Thank you for showing your support, Jacqueline. With you standing with us we’re getting closer to a cure for dementia. We are in this, together. 🧡
Very powerful 🙏🏻💖🙏🏻
Great Ad, there Needs to be more open awareness. No more hiding behind doors. This is a terminal illness, our loved ones deserve the acknowledgement and support but in care and investigative research
We exist for a cure. And with you standing with us, we will find one. Thank you, Linda.
Fantastic and incredibly powerful.
Some commenters complaining that this ad is simplistic and problematic. It certainly is, but I think an ad that spent those 2 minutes explaining all the nuance would be less impactful in fundraising.
Does anyone know what the music is on this ad? It’s sad and beautiful.
SIMPLY BRILLIANT. A beautiful and game-changing piece of work. Well done to all involved in this. A fantastic way to communicate the message.
We exist for a cure. And with you standing with us, we will find one. Thank you, Gary. 🧡
The reality
TRMZ.
The most affecting and heartbreaking ad I've ever seen
Its good bit i think they should ne mindful that it may traumatise a lot of people going through it or something else.
There needs to be care for the future of course but also of today.
Thanks for sharing our film. We know this film can be really difficult to watch. We are committed to funding research that will change the ending for everyone affected by dementia. If you need further advice or support, or know someone who does, please contact our Infoline Team on 0300 111 5111 or email: infoline@alzheimersresearchuk.org
@AlzheimersResearchUK hi it is important and i do appreciate the way you have made it aware .
I'm sure you know best
I was just concerned for people for whom it has come too late
I also am a widow
Who still every day and night misees him
He was in animation himself.
In Soho
I don't believe the company who made this ad gives a damn
This ad was made abroad
Because no one is prepared to fund an English advert despite it being an English fairytale
I’m so sorry to hear about the heartbreak you have felt. We hope through our research we can make dementia a thing of the past.
Very powerful.
You're crying 😢
"Promo sm" 😄
Unfortunately a friend forwarded your advert onto me on Facebook. Did anyone in your organisation even stop to think for a moment how distressing this advert is to anyone, like myself, who is living that life with someone who has a brain injury or for someone in the early stages of Alzheimer’s who knows only too well what they face. I would never, ever, donate to you.
We recognise that some people will find our film uncomfortable to watch, but this is a story we feel we have to tell to raise awareness of the way that dementia affects people as it progresses. Almost one million people are living with dementia in the UK, and as it stands, it is the leading cause of death in the UK. By exposing this harsh reality, we hope to encourage more people to support us and help change the ending for everyone affected by dementia.
We worked with people affected by dementia to develop the campaign film, and the symptoms it shows are ways dementia affected themselves and their loved ones - like becoming forgetful, getting lost and experiencing hallucinations.
We know that some people will find the film distressing as it may remind them of difficult situations they have experienced in the past, or what they fear is to come. If you have any questions or concerns about dementia, or would like to find out more about joining a research study, please contact our Dementia Research Infoline. You can reach us by calling 0300 111 5 111 between 9am - 5pm Monday to Friday, or emailing infoline@alzheimersresearchuk.org
lm also living this and dont find it distressing. Its powerful and shows the genuine devastation. Youre very self absorbed, it gets the message out
Ghastly. Sensationalist, demeaning, inaccurate and unbalanced. People with dementia dont automatically become toothless dishevelled crones. You wont find them stumbling terrified through dark forests. You will find them singing in choirs, joining in at tea dances, being creative in painting classes. There is darkness with this terrible condition but there is also light. Alzheimer's patients and their loved ones fight over months and years with great courage to maintain every last shred of dignity. This ad destroys that precious dignity completely, and at a single stroke. Badly done, Alzheimer's Research UK, badly done.
We recognise and welcome the fact that people with dementia can be supported to live well. Everyone’s relationship to the condition is unique to them, and we do not claim to represent everyone’s experiences with this film.
However, we do know that dementia is the leading cause of death in the UK, and currently there are no treatments available in the UK that can slow down, delay or prevent the devastation dementia causes as it progresses. Our film draws much-needed attention to this harsh reality and our determination to change the ending. We hope it will help raise awareness and encourage more people to support us as we search for a cure.
Thank you for your prompt response, which seems crafted to school me in the basic and obvious. I appreciate the effort, but, as I have so far nursed my father, my father-in-law and an aunt through Alzheimer's, I'm not unaware of the devestation it can cause.
For anyone who wants to see a balanced and courteous review of this advert by a respected peer charity, please read the (highly critical) article posted online by Alzheimer's Scotland on 21st September 2023...
It is disingenuous to say that you "do not claim to represent" "everyone's relationship" to the illness: you have done precisely that when you made a film creating an Everyman. Or should that be a Bogeyman? Please consider that, in making this ad in your quest for funds, you have ridden roughshod over the work being done by the other Alzheimer's charities which seek to provide support, reassurance and an optimal quality of life to patients and their carers. Life for them is hard enough without this. You have done damage. Please find the humility to acknowledge it and put it right as you are able.
What an appalling advert! This plays to all the awful stereotypes of dementia when it is possible to live well for a long time. Imagine someone who has just been diagnosed, sitting on their sofa with their partner, and seeing this come on the TV! Do you think this would give them any hope for the future? Would this encourage them to find ways to live well? So very depressing. There are better ways to ask for money than by tapping into people's worst fears.
Hi Karen, we’re sorry to hear that you found this film appaling. While this is not the story we want to tell about dementia, we believe it’s the one we have to tell. We recognise the fact that many people will find our film shocking, but this is the reality that millions of people affected by dementia face every day. It’s important that we raise awareness of this and encourage as many people as possible to support us as we search for a cure. That way, we can change the ending for everyone impacted by this devastating condition.
@@AlzheimersResearchUK I understand that you need to raise money, but I am the CEO of a charity that deals with dementia every day. Our experience is that this is not the reality that people face every day. Many many people, with support, live well with dementia for a long time. They can be active, participate and adapt to have productive lives. Dementia already frightens people, your advert amplifies that. Yes, finding a solution to the causes of dementia is something we must do, and contribute to, but doing it by distressing people who may have it already, have just been diagnosed, or who may have begun to care for someone, is perhaps not the most sensitive way to do it. We can only hope that some of the already concerned people we work with don't sit down and watch Bake Off, followed by a short film showing how their lives are going to be so unavoidably grim!
Hi@@Mindsong100, I believe this wasn't so much about the every day of dementia but the ending and changing that ending.
But as you work in a charity, your focus would be more on the here and now - empowering the 'hero' instead of changing their future which is understandable. As with all communications it's better to consider moderation but also we should not avoid or suppress confronting topics. It is not a message that should be run often but it is one that should come about at least once or twice in a battle that has been going on since the beginning of time
@@issyf9589 I'm not sure how to respond to this politely. But thank you for explaining my job to me.
i agree this was a terrible depiction of dementia, full of gender and dementia clichés, and in no way represents my experience of dementia (as a professional).