Harrison Carloss is proud to pull back the curtain on our latest collaboration with iconic local charity, Dougie Mac. Following their recent integration of dementia services through the acquisition of Approach, the hospice turned to us to help shift public perception and shout about a vital new chapter in their history. For years, Dougie Mac has been a pillar of the Staffordshire community, known primarily for their outstanding end-of-life care. However, their mission has expanded. Our task? To show the region that Dougie Mac isn’t just there for the end, they are here to improve the quality of life for those living with dementia right now.
Redefining the narrative
The campaign centres on the heart-warming reality of Dougie Mac’s dementia support. Far from the clinical setting some might expect, these services are vibrant and life-affirming. From pottery and painting to light and music therapy, the focus is on making the most of every moment. Our goal was to raise awareness for Dougie Mac and ensure the local public understands that ‘Dementia Services’ is a loving new arm of the Dougie Mac family, joining their existing adult and children’s services. To monitor the impact of our activity, we arranged pre-campaign and post-campaign field research and an online survey to capture the level of awareness of dementia services before and after the campaign.
A multi-channel masterclass
To ensure the message resonated across every corner of the community, we deployed a robust, multi-channel strategy that blends traditional heart with modern digital precision. We ran a strategic PPC and paid social campaign designed to reach those actively seeking help online in their time of need. On the streets, bold digital Out-of-Home (OOH) displays, and traditional press ads provide inescapable local visibility, while a targeted door drop campaign ensures that the “Always here for you, now for dementia too” message lands directly in the hands of residents across the heart of North Staffordshire.
Lights, camera, action! Dougie Mac campaign hits Sky TV
The rollout featured a high-impact TV advert that showcased the retelling of a heart-warming true story about Dougie Mac’s life-changing dementia support for not just those with a diagnosis but their family too. The advert was deployed using Sky Ad Smart technology and played over 144,000 times in 40,000 households in the local region. The TV run was complemented by a parallel digital presence across social media to engage both professionals and families.
More than just awareness
While brand awareness is the primary driver, the campaign also serves as a rallying cry for the local business community. By highlighting dementia support, we are opening doors for new corporate partnerships and encouraging fresh waves of donations from both long term supporters and new donors. By showcasing the creative activities and one-to-one support available for both patients and carers, Harrison Carloss is helping Dougie Mac prove that while a diagnosis is life-changing, the team at Dougie Mac will be there every step of the way.
Our Managing Director, Adam Mobley, said, “We were delighted to be trusted by Dougie Mac to take the lead on such an important campaign and give them their TV debut. It’s an organisation close to our hearts and one we’re proud to be associated with.”
Watch Dougie Mac’s TV advert raising awareness for their dementia services: Watch here