Jon Snow: A Last Big Story

Client: Alzheimer's Society

Channel 4 and Alzheimer's Society partnered to create Jon Snow: A Last Big Story – an advertiser-funded documentary that demonstrates how brand backing enabled ambitious public-interest filmmaking that would otherwise not have been possible.

Originally conceived as a personal film documenting Jon Snow's Alzheimer's diagnosis, the project evolved into something far more powerful. Alzheimer's Society provided funding and expert support that enabled production over an extended filming period and supported Jon and his family through the deeply personal process of publicly revealing his diagnosis. During filming, Jon uncovered a major environmental disaster in Zambia, transforming the documentary into one final investigative report while simultaneously challenging perceptions of living with dementia. The result is advertiser-funded programming where the funding enhanced, rather than compromised, editorial ambition. Premiering at Sheffield DocFest before airing on Channel 4, the film achieved critical acclaim and became Channel 4's biggest new original Saturday commission, delivering 50 million combined linear and streaming viewing minutes in its first week. The campaign delivered significant impact for Alzheimer's Society, driving a 20% increase in website traffic, a 292% increase in dementia symptoms checklist views and more than 20,000 signatures supporting a campaign calling for greater government action. By combining exceptional journalism, premium documentary storytelling and a meaningful Alzheimer Society partnership, Jon Snow: A Last Big Story is an outstanding example of advertiser-funded programming that delivered both editorial excellence and measurable societal impact.