Alzheimer's Society x BuzzFeed

Dementia is largely invisible and widely misunderstood. People often underestimate its effects because it’s described, not experienced. Alzheimer’s Society wanted to help audiences understand dementia and position itself as the go-to organisation for anyone affected.

To truly grasp dementia, people needed to experience it to feel it. An experience, no explanation, would drive empathy and awareness.

I led the creative partnership for three interactive pieces of branded content across BuzzFeed’s website and social platforms. The bold centrepiece, “The Hardest Trivia Quiz You’ll Ever Take,” challenged readers unexpectedly by simulating symptoms of dementia (such as memory loss and difficulties with problem-solving) to confusing and frustrating them in the same way the condition affects everyday life.

Two additional posts—“Which Treasured Memory Would You Be Saddest To Lose” and “11 Facts Everyone Should Know About Dementia”—simplified the topic, encouraged sharing of personal stories, and highlighted how Alzheimer’s Society supports people living with dementia.

The co-branded quiz won Silver at the 2015 Media Week Awards for Media Creativity. The campaign exceeded view targets by 88% and surpassed BuzzFeed’s Social Lift goal by 34%, with social shares driving participation beyond expectations, as readers posted visceral reactions to the quiz and encouraged others to take it. They also engaged with the other articles, sharing personal stories in the comments and helping amplify awareness and empathy for dementia.

By combining innovative, interactive content with social sharing, the campaign made a complex and often invisible condition tangible, positioning Alzheimer’s Society as a trusted, engaging resource for anyone affected by dementia.

“From partnering with BuzzFeed we learned that it’s important to get the mix right with trusting a partner to execute what they know works best for their audience, and having a firm understanding of what is right for the brand.”

– Kathryn Quinton, Marketing Manager, Alzheimer’s Society