Title	DEMENTIA - REMEMBER LIFE
Brand	TV 2 DENMARK
Product/Service	DEMENTIA WEEK - REMEMBER LIFE
Category	B01. Brand-led Education & Awareness
Entrant	TV 2 DENMARK Copenhagen, DENMARK
Idea Creation	TV 2 DENMARK Copenhagen, DENMARK
Media Placement	TV 2 DENMARK Copenhagen, DENMARK
Production	TV 2 DENMARK Copenhagen, DENMARK

Name	Company	Position
Rasmus Høgdall Mølgaard	TV 2 Denmark	Creative Concept Developer
Thomas Helt Pedersen	TV 2 Denmark	Creative Concept Developer
Chaga Signe Bruun	TV 2 Denmark	Creative Director
Helle Jensen	TV 2 Denmark	Head of Production
Christina Hjort Søjdis	TV 2 Denmark	Producer
Kristoffer Gezelius	TV 2 Denmark	Motion Graphic Designer
Linda Wassberg	Freelance	Photographer
Jens Møller	TV 2 Denmark	Sound Designer
Bjørn Vidø	Freezone Sound	Sound Designer
Lars Attermann	TV 2 Denmark	Speaker
Jacob Weinreich	TV 2 Denmark	CMO
Tina Ringberg Haahr	TV 2 Denmark	Head of Design & Promotion
Vicky Wassmann Dahi	TV 2 Denmark	Head of Branding

Describe any restrictions or regulations regarding Healthcare/RX/Pharma communications in your country/region including

There are no regulations when it comes to raising awareness on a disease - as long as branded pharma is not included.

Describe the target audience and why your work is relevant to them. Pharma audience types:

Our target audience for this message were Danes between 20-60 years from all over the country. Our goal was to raise awareness widely among the Danes, as the disease is increasing by dramatic numbers in Denmark.

Background

Every year TV 2 Denmark dedicates a week to raise awareness about Dementia – a disease which is growing by dramatic numbers in Denmark. The tagline on which all of our promotion was based on was: ‘Remember Life’.

Why is this work relevant for Branded Content & Entertainment?

As a commercial TV 2 station and entertainment brand this work is branded content in the sense that we as TV 2 Denmark want our brand to communicate about all that we share. Dementia is one of the things that we share as Danes - everyone knows someone with this terrible disease; Dementia.

Describe the creative idea

Only people with dementia can relive past experiences, as if they experienced them for the first time.

Describe the execution

To show that people with dementia can relive past experiences, as if they experienced them for the first time, we found a former national football player, that had won three national championships with his club AGF – but he’s got dementia, so he could not remember it. We recreated his last championship match with speak and sound in the stadium, and then invited him and his daughter to enter the field, where we played the match on the speaker system. Not knowing what would happen.

Describe the strategy

To promote this week, we wanted to create a story that would make people talk about Dementia. We created a film which could communicate a strong, though positive and touching message.

Describe the outcome

The film was seen by more than 70% of all Danes and helped create and ongoing talk on social media about dementia – raising awareness about the disease.