MARTINE AND HER CONFUSED GRANDPA
Title | MARTINE AND HER CONFUSED GRANDPA |
Brand | BELGIAN ALZHEIMER LEAGUE |
Product/Service | BOOK FOR YOUNG CHILDREN |
Category |
D04. Social Behaviour & Cultural Insight |
Entrant
|
ALZHEIMER LIGA VLAANDEREN Turnhout, BELGIUM
|
Idea Creation
|
PUBLICIS BRUSSELS, BELGIUM
|
Credits
Yaël Rouach |
Publicis |
Account Director |
Kwint De Meyer |
Publicis |
Creative Director |
Willem De Wachter |
Publicis |
Creative Director |
Maarten De Maayer |
Publicis |
Copywriter |
Daniel Vanden Broucke |
Publicis |
Art Director |
Lode Vochten |
Digitas Lbi |
Digital Creative Director |
Loes Hendryckx |
Publicis |
Strategic planner |
Philippe Dorval |
Publicis |
Copywriter FR |
Cultural / Context information for the jury
Martine is the star of one of the best-selling children’s books of all time and a fundamental part of popular Belgian culture. A generation of young children grew up reading Martine. The little girl became a role model and a source of inspiration for youngsters, guiding readers through many of life’s big adventures. Today, these adults have nothing but fond memories of Martine, and want to share her adventures with their own children.
Alzheimer’s, however, affects more than memory, changing a person’s identity and behaviour. In Belgium, 70% of patients are cared for by their families. Alzheimer disease is publicly known in Belgian culture as a disease that makes forget more rapidly than others
Please tell us about the social behaviour and / or cultural insights that inspired your campaign
Martine children books have helped a generation understand otherwise difficult to talk about topics while growing up. Now grown up there are still topics that are difficult to talk about. We discovered one topic was Alzheimer. Alzheimer is much more than just being forgetful and can bring along awkward situations that have become stigmatized. Families coping with Alzheimer feel ashamed and guilty and find it difficult to talk about what is going on with their loved ones. We found where adults ignored the conversation, children were still asking questions about their grandparents. Now the Martine books could once again become a tool to help two generations better understand, talk about and cope with Alzheimers disease.