Home Campaigns Ad of the Week Ad of the Week: Dementia Understand Together – KICK

Ad of the Week: Dementia Understand Together – KICK


Agency: KICK
Client: Health Service Executive (HSE)
Campaign: Dementia Understand Together
Client: Fidelma Browne, Roisin Guiry, Cairín Conway
Account Directors: John Breslin, Kate McKenna
Planning: Zuilmah Wallis
Creative: Judy O’Broin
Director: Des Mullan
Production Company: Rocket Science
Post Production: Windmill Lane
Editor: Philip Cullen


KICK, the creative agency, rolled out their third major campaign of the autumn with their Dementia Understand Together for the HSE. The campaign aims to increase understanding and keep friendships, community and family connections alive, so that more people can live well with dementia.

According to KICK’s John Breslin “The launch is a culmination of almost two years work which began with a competitive pitch amongst the HSE’s roster of agencies. Since then we have conducted both qualitative and quantitative research amongst the various target audiences, developed the Understand Together strategy and ultimately the creative development and production.”

To date three TV ads have been shot featuring the real-life stories of people living with dementia. The ads were directed by Des Mullan, through Rocket Science and are supported by radio, press and social media.

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