| Title | LOST |
| Brand | ASSOCIATION FRANCE ALZHEIMER AND RELATED DISEASES |
| Product/Service | HELPING ALZHEIMER'S PATIENTS AND THEIR FAMILIES |
| Category |
D01. Social Video |
|
Entrant
|
ICI BARBES Paris, FRANCE
|
|
Idea Creation
|
ICI BARBES Paris, FRANCE
|
|
Production
|
ICI BARBES Paris, FRANCE
|
|
Production 2
|
PLAYERS PARIS Paris, FRANCE
|
Credits
| Alexandre Drouillard |
ici Barbès |
Executive Creative Director |
Background
225,000 new cases of Alzheimer’s are diagnosed every year in France*. This neuro-degenerative disease frequently leads to a partial or total loss of memory, making the daily lives of patients and their loved ones very difficult. France Alzheimer has established an awareness-raising initiative to challenge social attitudes to this disease as part of its ongoing work.
In 2019, the association decided to work on inclusiveness and to actively fight against prejudice. The question was how to change behavior and increase tolerance, especially in public spaces and to mobilize public opinion and local elected officials around the concept of “Helping Cities” created by France Alzheimer. The key aim was thus to decide how to support the association's key message of helping patients to “enjoy life”, regardless of its limitations.
Describe the strategy
On the occasion of World Alzheimer Day on the 21 September, the challenge was to create a collective movement that helps patients feel accompanied and supported in their everyday lives. Keys, glasses, phone... we all lose things at some point in our lives. But a person with Alzheimer's disease can easily lose his or her geographical bearings, even in their own city or local neighborhood. Faced with this situation, we all have a role to play. This is the strategic message of the film that plays with the different uses of the verb “to lose oneself” and invites everyone to wear a symbol in solidarity with the 3 million people affected by the disease. Without a specific media budget, the goal was to generate maximum engagement with the general public, influencers and local communities.
Describe the execution
All communication activities were focused on World Alzheimer Day on 21 September with a dedicated PR and influence plan.
All French national and regional media were contacted as well as a selection of influential journalists and Youtubers.
The film has also been broadcast on the media owned by the Association France Alzheimer and Related Diseases: FB, Twitter and You Tube.
List the results
Even without media purchasing, the movie generated over 66,500 views on Youtube.
On Facebook, it has generated 538 reactions, and more than 850 shares since its first broadcast on the 17 September. Finally, on Twitter, the film has been seen more than 96,000 times, has been liked by more than 640 people and shared nearly 400 times. To date, more than 90 cities have signed the Alzheimer-Friendly City Charter affirming their commitment to making public spaces more inclusive through initiatives for helping those directly and indirectly living with the effects of Alzheimer's.
Singer Matt Pokora retweeted the movie generating over 1150 retweets and 140 comments.