Two in three people with dementia are women.
With two in three people affected by dementia being women, Wongdoody has created a campaign to preserve cherished memories of women dealing with this disease called ‘Wild & Precious’ to raise awareness of dementia’s impact on women. The campaign is supported by the UK Dementia Research Institute (UK DRI) and the work aims to create awareness and educate women on the condition.
The project focuses on the cherished memories of incredible women living with the illness, women who are carers, and women who have experienced the disease via loved ones. These stories are a celebration of life but also outline the impact dementia has on their lives.
The campaign uses emergent technologies to build a virtual ‘Museum of Memories’ that showcases curated memories brought to life in photorealistic 4D digital experiences with accompanying voice-over from the contributor. Stories within the museum range from childhood walks in the Scottish hills, to a bride being surrounded by butterflies on her wedding day.
Alongside this, the campaign features a series of short documentaries, made by award-winning director Liz Unna, telling the personal stories of women who have experience living with dementia.
To honour the participants, all the memories are being preserved in the Blockchain, meaning they will never change, never grow old, and most importantly never disappear.
The UK dementia research community, including UK DRI and leading charity Alzheimer’s Research UK, have had hugely positive impacts in advancing the field of dementia research. However, there are still gaps in knowledge, including how the brain functions, what can lead to neurodegeneration and how dementia does not impact every demographic equally.
‘Wild & Precious’ specifically addresses the fact that, as highlighted in Alzheimer’s Research UK’s recent report, for over a decade dementia has been the leading cause of death for women in the UK.
Longer life expectancy alone does not explain this disparity, and since women are more likely to care for a loved one with dementia, with around two-thirds of unpaid carers being women, this also leads to additional financial and emotional strain on many.
Yet across medical research, data is too often missing women, and women are not equally represented in clinical trials, despite being more likely to experience drug reactions than men.
The gap is further widened when it comes to people of colour due to health system inequalities—a situation that impacts particularly Black and South Asian women.
Alzheimer’s Research UK found in its Dementia Attitudes Monitor, that 55% of all women say dementia is the illness they fear most.
The ‘Wild & Precious’ campaign is determined to tackle this, hoping to educate women about the condition and how to take steps to keep their brains healthy and help to reduce the risk of dementia later in life.
To support this the website will also feature information provided by Alzheimer’s Research UK on understanding positive lifestyle factors that could support a healthier brain.
If you enjoyed this article, you can subscribe for free to our weekly email alert and receive a regular curation of the best creative campaigns by creatives themselves.