DEMENTIA - REMEMBER LIFE

TitleDEMENTIA - REMEMBER LIFE
BrandTV 2 DENMARK
Category B01. Brand-led Education & Awareness
Product/ServiceDEMENTIA WEEK - REMEMBER LIFE
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
Credits
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.