What form did the campaign take?

Towards the end of last year, Alzheimer’s Research UK (ARUK) and Ubisoft, the creator and publisher of Just Dance, came together to celebrate the game’s 10th anniversary, creating #JustDanceMemories – a social media campaign designed to empower the public to support dementia research.

We created an emotive film to lead the campaign, featuring one of our supporters who has a heart-warming connection to dance and dementia. We leveraged Ubisoft’s and our social media channels to ask people to share the campaign film or their own dance memories using the campaign’s hashtag. Each time someone shared the film or used the hashtag over a six-week period, Ubisoft donated £1 to ARUK. This was initially capped at £30,000, but after an incredible response within the first few days, this was doubled to £60,000.