Cure Alzheimer’s Fund has released its first-ever PSA, showing the effects Alzheimer’s can have on your loved ones.  The goal is to help shed light on how an investment in a cure is an investment in all of our futures.

Titled Daughter and Mother, the new short was created pro bono by BBDO New York and directed by David Shane of O Positive. In the piece, we see a young girl serving as caregiver for her youthful mom. The stress on the youngster is palpable. At one point, the girl frantically searches for her mom who is missing from the house. The pursuit leads the youngster outside in the pouring rain where she finally finds her mom standing in the middle of the street, causing a car to stop.

Then, there is a transformation as the young girl becomes a young woman and her confused, out-of-touch mom is now elderly.

Supered messages appear on screen which read: “You wouldn’t put your daughter through this when she’s young”; “Let’s make sure it doesn’t happen when she’s older”; “Help us find a way to spare your children the devastation of Alzheimer’s.”

Cure Alzheimer’s Fund is dedicated to funding research with the highest probability of preventing, slowing or reversing Alzheimer’s disease. 

Credits

Client Cure Alzheimer’s Fund Agency BBDO New York, David Lubars, chairman, chief creative officer, worldwide; Greg Hahn, chief creative officer, NY; Mike Smith, executive creative director; Matthew Brink, Adam Livesey, sr. creative directors; David Rolfe, head of integrated production; Amy Wertheimer, Diane McCann, executive producers; Melissa Chester, music producer; Crystal Rix, chief strategy officer. Production O Positive David Shane, director; Ralph Laucella, exec producer; Marc Grill, exec producer/producer; Mark Laliberte-Else, DP. Editorial No6 Jason MacDonald, editor; Corina Dennison, exec producer; Malia Rose, producer. Conform/Finish No7 Ed Skupeen, conform artist. Audio Post Heard City Evan Mangiamele, engineer; Sasha Awn, producer.

MySHOOT Profiles