Today’s young generation does not understand Alzheimers. They often dismiss it ‘just a normal part of old age’ There are over 5000 persons with dementia in UAE, yet no one knows or even talks about it. If we don’t act now, this number will fold 6 times by 2020. The only way to beat the condition is to make people aware and get them to talk about it. And this is what Project We Forgot needed to achieve.
Designed in a collaboration between Mediavest | Spark, Getty Images and Project We Forgot (PWF), a Snapchat-focused campaign for World Alzheimer’s Month was launched in September 2015. The campaign featured ‘snaps’ illustrating the condition through family photos that will disappear in a few seconds, much like the effect of the disease on memories. The closing message reads: “Alzheimer’s Erases Your Memories, Let’s Erase Alzheimer’s”.
While the results of the campaign remain ambiguous due to the lack of Snapchat analytics and the fact that it was a zero budget campaign, the agency has estimated a total reach of 88,000 on Snapchat and Instagram. The organic growth and awareness generated by the campaign came thanks to its amplification on not just Snapchat, but also Instagram through influencers, film personalities and local media.
The success of the campaign was recognised at the 2016 Effie Awards MENA and the 2016 MMA EMEA Smarties™ Awards: