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Important animation: ‘Santa Forgot’ raises awareness for Alzheimer’s Research UK

Author: Nathan | Posted: 21st November 2016 | Category: General News


Alzheimer’s Research UK has joined with Aardman Animations to create a moving animation called ‘Santa Forgot’ to show that dementia doesn’t discriminate.

Narrated by Stephen Fry, ‘Santa Forgot’ is a beautiful two-minute animation which aims to promote awareness of Alzheimer’s disease and show that anyone can be affected – even Santa. The festive campaign imagines a Christmas without the magic of Santa.

It follows the animation’s central character, Freya, as she travels to the North Pole to offer support to Santa after Santa forgets which present should go to which child.

Having grown up in a world where Santa no longer visits on Christmas Eve on account of his dementia, young Freya is determined to find a cure for him, telling the newly re-invented‘ researcher’ elves that

“If Santa has a disease, research can find a way to fix it.”

Through the eyes of Freya, Alzheimer’s Research UK hopes to show that only with world-leading research, new approaches, and innovative thinking can dementia-causing diseases like Alzheimer’s be defeated.

Freya is voiced by Ciana Ayre who lost her father to early-onset Alzheimer’s in 2013 when he was just 51-years-old, making the campaign all the more poignant.

Her mother, Liz Ayre, says ‘Santa Forgot’ is “beautiful, sad and hopeful all at once,” praising the way it shows that dementia does not discriminate.

“It affects people from so many different backgrounds from nurses and teachers to world leaders and eloquent writers. If we’re ever going to change how society views, or often ignores, dementia, we have to be a bit confrontational and challenge people’s misconceptions,” she explained.

“I hope Santa Forgot gives people two minutes to think about the impact of dementia this Christmas, and be inspired by how we can change the future with research.

“I’m proud that my family has been involved in the campaign, and to hear Ciana bring Freya’s voice to life in the animation is a special moment for us and a great tribute to Mike.”

The chief executive of Alzheimer’s Research UK (ARUK) Hilary Evans, describes Santa Forgot as a “poignant and powerful reminder that dementia doesn’t discriminate”.

She said: “We have to be provocative about dementia, to help fight misconceptions and fatalism around the condition and to demonstrate that pioneering research holds the answers.

“Santa is an important cultural figure, but the idea that he too could be affected drives home the point that dementia can strike those most special in our lives.”

Its chief executive, Hilary Evans added: “We have made enormous strides against diseases like cancer and AIDS, and with the right research we can do the same for dementia. Santa Forgot reminds us to believe in the power of research.”

Author and actor Stephen Fry, who narrates Santa Forgot called the animated campaign “an inspiring and beautiful take on a Christmas tale,” adding: “From the moment I was told about Santa Forgot I wanted to lend my support.

“I urge people up and down the country to get behind the campaign so we can fuel the fight against dementia and take a step forward to making it history.”

The TV ad premiered after the 9pm watershed due to concerns children may be upset by it.

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