1 in 5 people will get dementia. In 2055, the number of people with dementia in the Netherlands will increase explosively to over 690,000. The expectation is that 1 in 5 will develop Alzheimer's disease after the age of 60, making it the number one public health issue. This is a serious number and a serious problem.

Stichting Alzheimer Nederland's goal is to make the entire Netherlands aware that people with dementia are all around you: at work, on the street, in the supermarket. But how do you recognize the symptoms and how can you deal with people with dementia in the right way? With a little effort and help, they can still live and enjoy an active life. In short, we need to work together to create a dementia-friendly society where people don't find patients strange or avoid them. And where patients and caregivers don't find it scary to ask for help or avoid seeking it.

Therefore we designed an umbrella campaign and movement that focuses on the Netherlands: 'Samen Dementievriendelijk'. A concept that celebrates life. It's about enjoying life as much and as long as you can. The campaign increases the awareness about the impact of dementia and its personal relevance, and inspires people to actively work towards a dementia-friendly society.

Dementia is scary. it can make some people feel uncomfortable, to look at people who suffer from it. They often display strange or confusing behavior to others. People who suffer from dementia can become dehumanised in photos. That's why we opted for a very appealing illustrative form and combined these together with real-life stories. The flower logo is developed with water-colour paint and the identity is further developed in a toolkit so organisations, companies can easily make their own media. Dementia is a fact of life that we must collectively learn to live with. So let's make the best of it together!

Year
2016

Client
Stichting Alzheimer Nederland, PPGM, Deltaplan Dementie, Ministerie van Volksgezondheid, Welzijn en Sport

Made at
Lemz

Role
Art Director

With
Pepijn Rooijens, Pim Gerrits

Production
Kate Pugsley
Woodwork

Director
Filmgasten