Charity Film of the Year 2024

Alzheimer's Research UK
Change The Ending

Film & Campaign Description

As the UK’s leading dementia research charity we have shown the harsh reality of dementia with our hardest-hitting campaign film yet, Change The Ending, voiced by Oscar-winning actor Olivia Colman. The animation shows how the effects of dementia robs people of their ‘happily ever after’ to raise awareness of the devastating impact of this condition, in the hope of rallying support for the charity to find a cure.

The new campaign film - part animation, part live-action follows the story of a prince and princess, whose fairytale life together is ripped apart after he develops dementia. The prince experiences many effects of dementia, including forgetfulness, no longer being able to do everyday tasks, becoming fearful and paranoid, losing the ability to walk and needing care.

We created the film which launched on World Alzheimer’s Day (21 September)– to put a spotlight on the urgent need to find a cure for dementia. While incredible progress is being made in dementia research, transforming the public’s understanding is vital to speed up progress. 

Alzheimer's Research UK

If nothing changes, one in two of us will be directly affected by dementia – either by developing the condition ourselves, caring for someone with it, or both.

As the UK’s leading dementia research charity, we’re determined to stop this from becoming a reality.

We’re working to revolutionise the way we treat, diagnose and prevent dementia. But we will not stop there.

With your support, we will keep going until every person is free from the heartbreak of dementia. We exist for a cure.