Dementia NZ – Light in the Darkness

The Problem.

Dementia is the third leading cause of death in New Zealand, profoundly impacting families. With a need to significantly raise awareness of the role of Dementia Auckland in supporting those living with dementia, and their families, we set about creating a campaign that was entirely different from the usual charity narratives, and also extremely disruptive for the category.

The Solution.

We moved beyond tired stereotypes to celebrate meaningful moments—anchoring the campaign around two key dates: the Longest Night in June and World Alzheimer’s Day in November. Light in the Darkness became a signature event, launching on the Longest Night as a symbol of hope. A multi-channel campaign included a 15” animated TVC on TVNZ+, a 6” cutdown for social, digital ads, and PR—all working together to build awareness and drive engagement. For Light the World in Teal, we transformed a global initiative into a bold local activation. Partnering with LUMO for high-impact CBD placements, we complemented stunning night-time illuminations at the Harbour Bridge, Sky Tower, Spark Arena, and Town Hall with digital ads that told the deeper story of dementia’s impact. The campaign earned a prime-time spot on Seven Sharp, spotlighting Dementia Auckland’s work and mission.

The Result.

The campaign delivered outstanding results, driving a six-year high in significant bequests to Dementia Auckland. What began as a bold awareness push has since evolved into a perennial campaign for both fundraising and awareness.

The impact extended far beyond donations. Dementia Auckland became an agenda item for the Associate Minister of Health and local DHBs, website traffic saw significant lifts, demand for services continued a three-year trend of tripling and bequests rose 40% above the previous record year.

More work.