Latitude Celebrates First Awards Success of 2018 – With Moving Dementia Project

Latitude is celebrating its first award win of 2018.

Last night, at the Northern Digital Awards, we were presented with the prize for Best Digital Marketing Campaign in the Finance Sector.

And we couldn’t be prouder.

Our work with AllClear Insurance, on the effects of dementia, is one of the most important campaigns we’ve ever been a part of.

It was a difficult subject. Finding the right approach required creativity, empathy and sensitivity.

But each member of the team fully immersed themselves into this project, and built something that not only reaped digital marketing benefits – but may have actually helped people in a tough spot.

If only a little.

The Dementia House – What We Did to Win an Award

We wanted to help people understand what it’s like to live with dementia.

Either as someone with the condition, or a family member of someone diagnosed.

When a representative from the charity group Dementia Friends came to speak at Latitude, she told us about the bookshelf analogy:

When dementia affects a person’s brain, the bookshelf begins to shake.

The books at the top are less stable, and so will fall first. The books in the middle and at the bottom are more likely to remain.

As a result, people with dementia often think they’re younger than they actually are. And can forget the most recent years of their lives.

Inspired by this, we produced an illustration of this bookshelf to help people better understand it.

Then we came up with 11 more analogies – complete with their own illustrations – based on various household items.

Together, they became part of the Dementia House.

You can see it live here.

How Did We Win?

Well, you’d have to ask the judges.

But we believe it was because this is a campaign that really resonated with people.

The page was shared over 3.5k times, and it became the most popular non-product landing page on the AllClear website.

Most importantly, the comments it received from people who are actually living with dementia, were remarkable.

Here are just a couple of examples:

“The Dementia House does a good job illustrating some of the ways I struggle with dementia every day.”

“One of the best (if not the best) illustrations of dementia I have ever seen.”

“It’s a rather unique animated look at what patients deal with constantly. I highly recommend checking it out.”

For privacy reasons, we’ve left the names off these quotes.

These comments are far more valuable to us than any award. But to receive recognition for a project so close our hearts is incredibly rewarding.

I’ll leave this with a comment from our Head of Organic Performance, which sums up our feelings perfectly:

“Project Bookshelf wasn’t just an idea gifted to us by ‘the muse’. It was unearthed from a month of in-depth research into the AllClear Travel Insurance customer. When the topic of dementia was selected, a sense of sadness descended on the room – along with a sense of purpose.

“I had a lump in my throat when the team presented the final version. But I also had an overwhelming urge to share the project with everybody I could.

“And when we started to receive such heartfelt comments from those living with dementia, we knew we might just have produced something really special.

“The award for ‘Best Digital Marketing Campaign’ now sits proud in the Latitude trophy cabinet and we’ll no doubt celebrate that over the next 12 months. The project itself sits proudly as a resource for those affected by dementia – and hopefully continues to do so for many years to come.”

February 1, 2018|

About the Author:

Matt is the leading copywriter for Latitude Digital Marketing, and has worked at the agency for two years. He recently graduated from the DMA's Future Copywriters'