Award-Winning Campaign: How Creator Marketing is Raising Dementia Awareness through Impactful Storytelling

At SevenSix Agency, we’re passionate about the power of influencer marketing to drive meaningful change. That passion was recently recognised when our Wild & Precious: The Museum of Memories campaign, created in partnership with Wongdoody, UK Dementia Research Institute and Alzheimer's Research UK, won Creator Marketing Campaign of the Year at the bCreator Awards. This award is not only a reflection of the hard work and dedication of our team and the influencers involved but also a powerful example of how influencer marketing can be used for good.

In this blog post, we’ll explore how this award-winning campaign raised awareness about dementia among underrepresented communities, broke down harmful myths, and showcased the power of impactful storytelling in the world of creator marketing.

Campaign Overview: Wild & Precious: The Museum of Memories

Dementia is a subject that affects millions of people worldwide, but the conversation around it often lacks inclusivity. Research shows that Black and South Asian women are more likely to develop dementia, yet they are often left out of larger public health conversations on the topic. The Wild & Precious: The Museum of Memories campaign sought to change that by using creator marketing to raise awareness about how these communities are disproportionately affected by the disease.

In collaboration with Wongdoody, SevenSix Agency launched a four-week social media campaign that tapped into the power of personal narratives. Through storytelling and creative technology, we worked with a diverse group of influencers to engage their audiences by sharing personal, heartfelt memories. These posts didn’t just highlight the issue of dementia; they created an emotional connection with the audience, helping to break down the stigma that still surrounds the disease.

Our target audience was 20-30-year-old Black and South Asian women in the UK, a demographic often overlooked in health campaigns. The influencers we selected had a deep connection to their communities and excelled at using their platforms for impactful storytelling. By weaving in their own experiences and memories, they were able to engage their audiences in a genuine, meaningful way.

The content was entirely organic, without any paid promotion, and was featured in the Museum of Memories, an innovative virtual hub in the metaverse that further amplified the campaign’s reach. The result was a campaign that not only achieved our KPIs but also had a lasting emotional impact on our audience.

Campaign Success: Deliverables and Results

The Wild & Precious campaign was a huge success by all metrics. Our deliverables included six TikTok and Instagram posts from the influencers, and these posts collectively generated an impressive 10.51% engagement rate.

The positive sentiment around the campaign was overwhelming, with audiences responding positively to the genuine and emotive storytelling from the creators. The campaign was featured in major publications like Metro, Creative Moment, Campaign Live, and PR Newswire, helping to raise the profile of dementia awareness even further.

The award recognition from the bCreator Awards is the latest accolade for a campaign that has already won a Webby Award, solidifying its place as one of the most impactful creator marketing campaigns of the year.

The Power of Influencer Marketing for Social Good

When people think of influencer marketing, they often picture creators promoting products and brands—whether it’s fashion, beauty, or lifestyle content, the focus is traditionally on selling something. But what our Wild & Precious campaign demonstrates is that influencer marketing can be a powerful tool for social good, too.

By leveraging the trust and engagement that creators have with their audiences, we can move beyond product promotion and use influencer marketing to spark conversations, raise awareness, and drive meaningful social change. In this case, we were able to highlight the disproportionate impact of dementia on Black and South Asian women and bring a crucial health issue into the spotlight.

At SevenSix Agency, we’ve worked with numerous charities and non-profits to help spread awareness through influencer marketing. Whether it's raising awareness for climate action, promoting mental health initiatives, or tackling social justice issues, we believe influencers can be instrumental in creating change.

Creators have unique access to communities and demographics that are often hard to reach through traditional media. They have the ability to speak authentically and directly to their audiences, building trust and emotional connections that are vital when discussing sensitive topics like dementia. In the case of Wild & Precious, the influencers were able to share their personal stories and memories, making the topic of dementia more relatable and less intimidating.

This campaign is proof that when used thoughtfully, creator marketing can be a force for good. It’s not just about selling products—it’s about using platforms to inform, educate, and create lasting impact.

How Storytelling Amplifies Campaigns

One of the core components of the Wild & Precious campaign’s success was the emphasis on storytelling. People connect with stories on a deep emotional level, and this campaign showed that even difficult topics like dementia can be made approachable through personal narratives.

By tapping into the power of storytelling, we were able to change perceptions and encourage open conversations about dementia, a topic that is often stigmatized, especially in communities of color. The influencers involved in the campaign shared cherished memories, personal reflections, and moments of vulnerability, allowing their audiences to see the human side of dementia.

Storytelling also allowed us to go beyond just raising awareness—we were able to shift perspectives and break down myths. It’s easy for health issues to feel distant or irrelevant to younger audiences, but through the voices of trusted influencers, we were able to make dementia feel real and personal.

Watch the creator content: Helina , Salwa, Dr Jessica, Sayo, Isla, Sachi

Looking Ahead: Continuing to Use Creator Marketing for Good

As an award-winning agency, we’re incredibly proud of the work we’ve done with Wongdoody and the success of the Wild & Precious campaign. But more importantly, we’re proud of the impact that this campaign has had in raising dementia awareness and creating a space for open conversations about how this disease disproportionately affects women of colour.

We believe that influencer marketing has the potential to be a transformative tool for charities, non-profits, and social causes. By working with creators who are passionate about making a difference, we can help organisations reach new audiences and drive real change.

At SevenSix Agency, we’re committed to continuing this work, using impactful storytelling and thoughtful campaigns to create lasting impact. Whether we’re working with a brand, a charity, or a non-profit, our goal is always to create campaigns that resonate, inspire, and make a difference.

We look forward to working on more campaigns that use creator marketing for social good and continuing to show that influencer marketing is about more than just selling products—it’s about changing the world, one story at a time.