Winner
Shooting for the Moon: Securing New Government Funding for Dementia Research
Summary of work
Dementia is the leading cause of death in the UK. There are currently no treatments which cure, prevent or even slow down the progression of the disease. Alzheimer’s Research UK wanted to secure a significant increase in UK Government funding towards finding life-changing treatments, calling for 1% of the total annual cost of dementia to be put towards research.
However, dementia was not a priority for a government paralysed by leadership battles and Brexit negotiations. A simple yet effective public affairs campaign, utilising resources on the ground and the charity’s President (former Prime Minister David Cameron) at the top, resulted in a commitment in the Conservative manifesto to deliver a ‘Dementia Moonshot’ of £1.6 billion for research over the next decade to find a cure.
Judges’ comments
Shooting for the Moon was a clear winner. It was vibrant, targeted, with a simple but creative proposition. Extremely well executed and with clear impact for patients.
