The Alzheimer’s Society has decided to air a controversial advert again for a second time this week, despite the campaign previously drawing hundreds of complaints when it originally aired in March and April.
The Advertising Standards’ Agency (ASA) previously received 235 complaints about the advertising campaign, which involved three TV and one radio advert, entitled the Long Goodbye.
However, its investigation ruled that the advert did not breach its rules and the charity has now decided to resume its campaign.
For its second airing, Alzheimer’s Society has made one change to its advertising campaign by adding its support line number.
‘We have to be brave in showing dementia’s devastating impact’
The first TV advert featured a man speaking at his mother’s wake, saying that she didn’t just die once, but died every time she forgot something about her identity. There were also two shortened versions which aired, and the radio advert contained similar content.
Despite some praise for the adverts, they were also criticised by some viewers as “dehumanising” and “insensitive”.
However, after an investigation, the ASA ultimately ruled that, while the content of the adverts could upset some people, “any distress caused was justified by the ad’s messages".
The outcome of the ASA’s investigation has been welcomed by the Alzheimer’s Society, which feels that the second airing of the Long Goodbye adverts is important to highlight the devastating impact of dementia on people’s lives.
The charity’s chief marketing officer, Alex Hyde-Smith, wrote in a blog post: “We have to be brave in showing just how devastating dementia is by telling stories like the Long Goodbye – while also making it clear that Alzheimer’s Society will be there throughout this journey.”
Hyde-Smith added: “As with all our campaigns, we collect robust evidence and data to understand their impact and effectiveness.
“This data and the feedback we received in response to the Long Goodbye in March and April formed the basis of careful discussions and debate which informed our decision that running the film again is the right thing to do.”
Positive feedback from people alienated by other advertising
Despite the controversy that surrounded the first airing of the Long Goodbye advertising campaign, Hyde-Smith said that the Alzheimer’s Society had received positive feedback from people affected by dementia who felt alienated by other, more upbeat, advertising campaigns, and who will likely welcome the return of the adverts.
“I was blown away by the huge number of people who shared their heartfelt gratitude and relief that their dementia story was finally being told,” said Hyde-Smith.
“Many of these people had felt alienated by previous advertising that focused predominantly on those ‘living well’ - feeling guilty that this wasn’t their or their loved one’s experience.
“As our CEO Kate Lee said back in March, the Long Goodbye isn’t an easy watch, but it’s an important one if we’re going to create real and meaningful change for people living with dementia now, and in the future.”
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