Threads of Hope will be a branded content film, presented by Alzheimer’s Disease International (ADI) and produced for ADI by BBC StoryWorks Commercial Productions.
Based on World Health Organization data, every three seconds someone in the world develops dementia. The WHO estimates that over 60 million people worldwide living with dementia (a figure projected to rise to 139 million by 2050), and Alzheimer’s representing an estimated 70% of those cases, the condition represents for many a pressing global health issue.
Shot in an observational, documentary style, this film will explore Alzheimer’s through the intertwined threads of lived experience and evolving scientific understanding. The film will follow people living with and recently diagnosed with Alzheimer’s, including those with younger onset of the condition as they navigate changes in identity, relationships, and everyday life. Central to the film is the need that some require support and care, alongside technological innovation, to improve those living with Alzheimer’s quality of life.
Alongside these global personal stories, scientists and clinical experts will unpack the science of the disease, using simple, accessible language to share what we understand today: the lived experience of Alzheimer’s, how individuals can help reduce their risk of developing Alzheimer’s, how earlier and more accurate detection is advancing, and what emerging approaches to treatment and prevention could mean for the future.
With activations alongside World Alzheimer’s Month in September 2026 on a dedicated branded micro-site on BBC.com, the film will be supported by a global digital campaign engaging relevant audiences from amongst the platform’s 165 million monthly visitors and amplified through the ADI network.
On this collaboration, ADI Deputy CEO, Chris Lynch has said:
We are delighted to be working with BBC StoryWorks on this documentary, to be launched during World Alzheimer’s Month. Through a lens that will anchor the film from a personal, lived experiences perspective, it will also shine a light on the innovations around new diagnostics, treatments, risk reduction, care and support.
Warm, human and forward‑looking, Threads of Hope re-frames Alzheimer’s: showing how care, knowledge and community can shape a more hopeful tomorrow.
BBC StoryWorks’ creative teams will craft bespoke films that hope to illustrate real progress and inspire others. Organisations with stories that fit these themes are invited to express interest via email to Shahnoor Abbas, Senior Series Developer at BBC StoryWorks.
Following review, a selection will be invited to discuss engaging BBC StoryWorks’ creative teams to work on this branded content feature, which will require a fee determined by production variables.
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To learn more about the opportunity and be considered, please contact: Shahnoor Abbas, Senior Series Developer at BBC StoryWorks: [email protected]