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Charitable Campaign of the Year

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Shooting for the Moon: Securing New Government Funding for Dementia Research

by ENGINE MHP for Alzheimer’s Research UK

Summary of work

Shooting for the Moon: Securing New Government Funding for Dementia Research

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.


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Category Sponsors

Key dates

Entry deadline 5 March 2020
Extended entry deadline 12 March 2020
Judging day 1 7 May 2020
Judging day 2 21 May 2020
Awards Ceremony 2 July 2020

Contact information:

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Tel: +44 (0)1372 414200

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Tel: +44 (0)1372 414243

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