Crouch and Ferdinand headline TNT Sports Alzheimer’s campaign
TNT Sports and Alzheimer’s Society have announced the release of four new short films commissioned and produced by TNT Sports which explore ‘the importance of lasting memories in sport.’
With memory loss being one of the many symptoms of dementia, and at least one in three people living with the condition not having a diagnosis, TNT Sports aim to raise awareness around Alzheimer’s through the new campaign.
As part of a new TNT Sports original production, sporting legends from the world of football, rugby and motorsport reveal intimate insights into iconic sporting moments, with the campaign running throughout World Alzheimer’s Month.
Content features fresh interviews with former England men’s football internationals Rio Ferdinand and Peter Crouch alongside six-time Premiership rugby champion Ben Kay and motorsport broadcaster Suzi Perry.
Andrew Georgiou is President and Managing Director of Warner Bros. Discovery Sports Europe and a member of Alzheimer’s Society’s Sports United Against Dementia Board, said, “Dementia affects millions of people across our country, many of whom still do not recognise early signs of dementia, how to get support or the options available to them. TNT Sports is pleased to be working with the Alzheimer’s Society to launch our ‘Sport should be unforgettable’ campaign. By showcasing raw and impactful new content from a selection of our fabulous on-screen team, we believe we can have a meaningful impact by raising greater awareness of dementia and its symptoms.”
Alzheimer’s Society Chief Executive, Kate Lee, commented, “One in three people born in the UK today will develop dementia in their lifetime. It is the UK’s biggest killer, yet the realities of the condition are often hidden behind closed doors, with many struggling without the support they desperately need. We’re grateful to be working with TNT Sports to raise awareness throughout World Alzheimer’s Month so fans up and down the country know Alzheimer’s Society is there to provide information and support.”
The first of four three-minute videos features Peter Crouch and launches across TNT Sports channels and digital platforms from Saturday 14th September, including a shorter cut airing during TNT Sports’ live coverage of West Ham v Chelsea, in the run-up to World Alzheimer’s Day on 21st September.
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