Home Channels Aardman Partners With Alzheimer’s Research UK To #sharetheorange

Aardman Partners With Alzheimer’s Research UK To #sharetheorange


Alzheimer’s Research UK, ais London and Aardman Animations have combined forces in order to promote awareness of the disease. A new film starring and narrated by Christopher Eccleston aims to promote awareness of the damage the disease can perform on a human brain by usage of a time lapse animation of an orange, which weighs roughly the amount of difference between a healthy brain and an afflicted one. The film can be viewed on Alzheimer’s Research UK’s Facebook page, with viewers urged to share the film using the hashtag #sharetheorange.


Geoff Gower, Executive Creative Director, ais London says: “We understand one of the biggest challenges Alzheimer’s Research UK faces is to dispel misconceptions about dementia. The condition is caused by very complex diseases that are difficult to communicate, so our task was to produce an ad that illustrates how diseases like Alzheimer’s affect the brain. In making the condition easier to understand, we hope the public will #sharetheorange and help spread the need to defeat dementia during our lifetime.”


Hilary Evans, Chief Executive of Alzheimer’s Research UK, said: “At the heart of the #sharetheorange campaign is a challenge for the public to share this thought-provoking video to address misunderstanding around dementia. Major breakthroughs have been made in the battle against AIDS and cancer, and research will bring these same life-changing advancements in the field of dementia. To get there, we must stop fearing dementia as something that just happens as we age, and focus on fighting the diseases, most commonly Alzheimer’s, that are the root cause of it.

“There are still no treatments that can slow or stop the disease processes in the brain, but with the support of a nation, Alzheimer’s Research UK will win the fight against dementia.”


Christopher Eccleston says: “We have to think differently about dementia. We have to stop believing dementia is an inevitability; something that simply happens to us all as we grow older. If we don’t, we’re never going to truly fight it.

“Dementia is caused by diseases and diseases can be beaten. We’ve tamed diseases like cancer and heart disease and a diagnosis of either is no longer a certain death sentence. People with dementia deserve this same hope. This film aims to show that dementia is caused by physical processes that scientists can put a stop to.

“While scientists fight dementia in the lab, by sharing the film anyone can fight the misunderstanding and fatalism that surrounds dementia in our society.”


Heather Wright, Executive Producer & Head of Partner Content at Aardman added:“Animation is a great way of communicating difficult messages, delivering them in an easily understandable and memorable way.  Using the orange as a metaphor for the brain makes this film very strong because the idea and the execution work perfectly together.”