We successfully won the pitch to design the Alzheimer’s Society 11/12 annual report and impact review. The initial request was to follow on from the last year’s structure – reporting their achievements against eight outcomes. The creative challenge was to produce something fresh and engaging that presented the information in a different way. Our concept ‘Talking about dementia’ encouraged an interview led approach. Each outcome is reflected through a case study to give real people a voice – from those living with dementia, to healthcare professionals and even how a TV soap dealt with a dementia focused storyline.