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Driving Awareness with the Dementia Strikes Children Too Campaign

by Portland PR for BioMarin

Summary of work

Childhood dementia is a devastating disease, with parents watching their children gradually lose the ability to speak, see and walk. Political and public awareness of this rare disease is low, compounding diagnosis, access and service challenges. We needed to bring childhood dementia into the mainstream consciousness and drive meaningful conversations with those who could effect change.

With our client and four patient-community partners, we co-created a visually arresting creative campaign. Our creative platform captured the highly emotive issue of children’s milestones: the Dementia Strikes Children Too campaign was born.

In striking posters, children featured alongside their own headline copy. Newly created hosted educational content, and a digital and media strategy was deployed to support launch. Strategic campaign placement at Westminster Underground station was so effective that a journalist triggered broadcast coverage after seeing the posters on his commute. 70% of coverage included the creative visuals or videos.

The campaign worked. We drove 48,000 users to our website in the first month. Almost a year later, one in five MPs recalled the campaign and childhood dementia. The awareness has since helped us directly create opportunities for discussion about access and patient needs with our client, advocacy groups and MPs.

Judges' comments

The campaign by Portland PR and BioMarin employed targeted location based advertising very well, with striking visuals and measurable outcomes. It was a sensitive treatment of the topic, with strong effect.


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Category Sponsors

Annabelle Sandeman, Huntsworth Group – Co-chair Communiqué Awards

Key dates

Entry deadline 11 March 2022
Extended entry deadline 18 March 2022
(additional fee applies)
Judging days May 2022
Awards Ceremony 7th July 2022

Contact information:

For sponsorship opportunities:
Sales Team
Tel: +44 (0)1372 414200

General event enquiries:
Debbie Tuesley
Tel: +44 (0)1372 414243

Entry and dinner booking enquiries:
Saoirse Meenaghan
Tel: 01372 414253