Never to be forgotten.

"Dementia takes our memories, but we can share them with someone else." That's the premise of this gentle ad for the UK Dementia Research Institute, who wish to preserve the memories of women like Nenetia. Her parents got married in Jamaica when she was seven years old, and she relishes the chance to tell their story.

Nenetia tells us how dad carried mum across a flooded river after the ceremony, a far cry from a wedding car with tin cans attached! She remembers that day in Clarendon with such love and clarity, it's no wonder she dances with a smile on her face decades later.

The advertised institute know how important memories like this are, not only to the individual but to society as a whole. That's why they've launched the Museum of Memories, which aims to keep stories like Nenetia's safe from the clutches of dementia.

Product Category: Charities

Territory: UK

Never to be forgotten.

by Andrew MacGregor

"Dementia takes our memories, but we can share them with someone else." That's the premise of this gentle ad for the UK Dementia Research Institute, who wish to preserve the memories of women like Nenetia. Her parents got married in Jamaica when she was seven years old, and she relishes the chance to tell their story.

Nenetia tells us how dad carried mum across a flooded river after the ceremony, a far cry from a wedding car with tin cans attached! She remembers that day in Clarendon with such love and clarity, it's no wonder she dances with a smile on her face decades later.

The advertised institute know how important memories like this are, not only to the individual but to society as a whole. That's why they've launched the Museum of Memories, which aims to keep stories like Nenetia's safe from the clutches of dementia.

Product Category: Charities

Territory: UK