| Title | MEMOREPAIR |
| Brand | ALZHEIMER LEAGUE |
| Product/Service | NON-PROFIT ASSOCIATION |
| Category |
B04. Fundaraising & Advocacy |
|
Entrant Company
|
PUBLICIS BRUSSELS, BELGIUM
|
|
Advertising Agency
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
| Tom Berth |
Publicis Brussels |
Creative Director |
| Geert De Rocker |
Publicis Brussels |
Creative Director |
| Charles-elie Chauvaux |
Publicis Brussels |
Copywriter |
| Carole Brouwers |
Publicis Brussels |
Art Director |
| Tom Berth/Geert De Rocker/Seb De Roover |
Publicis Brussels |
Creation |
| Maarten De Maayer |
Publicis Brussels |
Copywriter |
| Seb De Roover |
Publicis Brussels |
Head Of Digital |
| Florence De Lophem |
Publicis Brussels |
Account Director |
| Nathalie Tavernier |
Publicis Brussels |
Account Director |
| Tom Vandenbossche |
Publicis Brussels |
Digital Producer |
| Alexandre Simionescu |
/ |
Graphic Designer |
| Jérémie Acquisto |
Publicis Brussels |
Animation |
| / |
Digital Craftsmen |
Website Production |
| Muna Baradi |
/ |
Film Director |
| Victoire Kaiser |
Publicis Brussels |
Radio Producer |
| Sabine Henry |
Ligue Nationale Alzheimer Liga |
Client Contact |
The Brief
The ultimate goal was collecting funds for research. The Liga is in dire need of donations from individuals. And as a national organisation, the Liga wanted to reach a nationwide audience. Belgians are aware of Alzheimer’s, but apathetic towards it
Creative Execution
We all have memories trapped on old VHS tapes, 8mm films, negatives... Unfortunately, we often no longer have the technology to enjoy them. They are now inaccessible. But unlike patients with Alzheimer’s who can’t recall their memories, we can bring our owns back to life. All we have to do, is digitize them.
That’s why the Nationale Alzheimer Liga created Memorepair.be. A dedicated platform to bring your inaccessible memories to life. By digitizing your old content, a percentage of what you pay (30%) goes to the support for those with Alzheimer’s who can’t recall their memories… So that one day, we can repair their memories, too.
We made the idea of losing your memories a lot more tangible by focusing on the ‘memories’ that the target audience has already ‘lost’.
By triggering the audience to focus on their own memories, we achieved the following results in the first week alone:
Free media coverage worth €127.000.
340.000 views on the video explaining the concept.
More than 4 000 website visits,
900 memorepair orders.
Regardless of these initial results, we are happy to report that memorepair.be isn’t a one-off. It’s a permanent new tool for the National Alzheimer Liga to collect funds and inform people.
The effects of Alzheimer’s are well documented: you lose the ability to access your long term memories. But what people don’t realize is how frustrating and difficult this becomes. To combat the general feeling of apathy, we attempted to make losing access to your memories as real as possible for people who don’t have the disease.
We narrowed down our target audience to people aged 35-65, because they already have plenty of older memories. We approached them directly about the memories they would lose if they had Alzheimer’s.