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Cure Alzheimer’s Fund Film Wins Silver Hugo Award

We are thrilled to announce that Daughter and Mother, the Cure Alzheimer’s Fund’s first-ever short film, has been presented with a Silver Hugo Award by the 58th Annual Chicago International Television Festival.

The social media film, created by BBDO New York and directed by David Shane, was recently named Adweek’s Ad of the Day, and has generated buzz throughout the advertising industry.

Daughter and Mother examines the tragic and overlooked impact of Alzheimer’s on caregivers. The film tells the heartbreaking story of a young girl tasked with caring of her sick mother, following the pair as they struggle with simple tasks made difficult by the mother’s confusion and distress. In the final moments, the little girl finds her lost mom wandering through traffic, as the two transform into an middle-aged woman and her elderly mother. “You wouldn’t put your daughter through this when she’s young,” reads the copy. “Let’s make sure it doesn’t happen when she’s older. Helps us find a way to spare your children the devastation of Alzheimer’s.”

Speaking with Creativity, Barbara Chambers, our own Senior Engagement Officer, Marketing and Communications, explained the film’s unique impact: “[W]ith the Alzheimer’s industry, if we have one, we tend to talk about disease, pathology, and statistics, and sometimes we talk about emotion, but this just takes it to a whole new level.”

The Cure Alzheimer’s Fund is immensely grateful to BBDO Global Chief Creative Officer David Lubars for his insight and support, and to David Shane and the entire team at O Positive Films for their hard work and dedication. We are proud to see this extraordinary film receive wide recognition, and are hopeful that it will continue to inform a growing audience about the devastation of Alzheimer’s and the urgent need to find a cure.