Adu Lalouschek created a beautiful 3-minute film for Alzheimer's Society that took over an entire Channel 4 Ad break.

Featuring people with real lived experience of dementia, the campaign film highlights that even though dementia is the UK’s biggest killer, all too often the realities of the condition remain hidden behind closed doors.

By launching the campaign film during the broadcast of Anna Richardson: Love, Loss and Dementia - a groundbreaking documentary which also confronts the devastating truth of the disease - we show that stories matter.

Adu Lalouschek, reflecting on the project, emphasized the significance of having an entire ad break dedicated to a cause of this magnitude. He noted, ‘having an entire ad break to tell a story like this is unheard of, so we wanted the nation to sit up and pay attention. This is a portrait of Britain and the nearly one million people who are living with dementia behind closed doors.