Psychiatry UK were on the eve of launching a new dementia diagnosis service and wanted a cross channel campaign that would raise awareness and drive referrals. We harnessed behavioural insights to create a campaign that was striking, while also being sympathetic and understanding. We used familiar scenarios and real questions to position Psychiatry UK as the first step on the path to finding answers and plotting the best course of action. This creative helped win the pitch for the agency.

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