Winners & Shortlists

ALZHEIMER'S NEWS EDITORS

Bronze Eurobest

Case Film

Presentation Board

TitleALZHEIMER'S NEWS EDITORS
BrandNATIONAL NEUROLOGICAL INSTITUTE
Product/ServiceAWARENESS CAMPAIGN
Category A02. USE OF PRINT IN A MEDIA CAMPAIGN
Entrant Company PUBLICIS SKOPJE, MACEDONIA
Advertising Agency PUBLICIS SKOPJE, MACEDONIA
Media Agency ZENITHOPTIMEDIA Skopje, MACEDONIA
Credits
Name Company Position
Vasilije Corluka Publicis Skopje Creative Director
Dejan Spirkoski Publicis Skopje Copywriter
Miki Stefanoski Publicis Skopje Art Director
Milan Stojanov Publicis Skopje Art Director
Igor Celebic Publicis Skopje Media Director
Saso Duljanov Publicis Skopje Pr Director
Aleksandar Jakovlev Publicis Skopje Post Production
Aleksandar Pulios Publicis Skopje Dop Lighting Cameraman
Bojana Trpcevska Publicis Skopje Account Manager
Gorgi Janevski Publicis Skopje Designer

Results and Effectiveness

In only one day, the message about recognizing the early signs of Alzheimer’s reached 68% of the entire Macedonian population*. As a result, in the months following the campaign, the number of people seeking early medical advice increased more than 2 times. Due to coordinated effort with all leading national media outlets, the entire campaign was executed with 0 euros media spending. *source: Nielsen Media Research

Creative Execution

After extensive coordination with the media, on the World’s Alzheimer’s day, the 3 leading daily newspapers in Macedonia were published with front pages featuring news from the past. After gabbing the attention of the readers, the massage was revealed - "For people who suffer from Alzheimer's disease these are the latest news". The campaign further instructed the readers to visit a specially created website with additional information and advice about recognizing signs of Alzheimer's. On the same day, the news on the 4 main TV stations in the country were also changed substituted with news bulletins from the past. The anchor in the studio consequently revealed the message for the viewers.

Insights, Strategy and the Idea

One of the first symptoms of the Alzheimer’s disease is that the patients start forgetting things from the present, but still remember in great detail things from the past. Unfortunately, this early sign is usually overlooked due to widespread believe that it's normal for the elderly people to forget things. Since early diagnosis of Alzheimer's is crucial, we needed to bring the attention of the elderly people and their closest ones to this early symptom. To do this, decided to create special kind of news. We talked to Alzheimer’s patients and asked them what are the latest news and events they could remember. They became our news editors. Using their real memories we created: THE FRONT PAGES FROM THE PAST - front pages where each news article was based on a memory of an actual Alzheimer’s patient. This was especially relevant, since the majority of elderly people still buy newspapers.