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

Name	Company	Position
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.