How can you tell the story of the UK’s biggest killer?

An interview with Charlotte Matier from the Alzheimer’s Society

Charlotte, Associate Director of High Value and Strategic Partnerships

Like more and more of our generation, dementia is an ever-increasing presence in our own personal lives. It quietly devastates families, overwhelms care systems, and yet remains one of the least understood public health crises. As Charlotte, puts it: “When we went through our first experience of dementia as a family, we didn’t understand it. It really took us to the brink.” I’m sure many of our readers feel the same.

Confronting this issue as a society depends on dementia cutting through as a problem with so many different audiences - donors, policy-makers, the scientific community, the media, corporate partners. But it also requires a sense of hope, of unity, and of progress.

These are the things that make storytelling such an essential hard skill. But the Alzheimer’s Society really are blazing a trail - with highly engaging documentaries, exceptional brand partnerships, hard-hitting advertising.

In our interview, we explored how the Society has made progress in terms of all of our three key stories:

FutureStory. Creating a compelling future vision of dementia, against the odds.

CultureStory. Unifying the threads of story within the charity to empower storytelling.

SellingStory. Landing the story with different audiences in a way that creates agency.

For the full footage, check out our SubStack piece here

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