ALZHEIMER’S DISEASE AWARENESS: The Fading Font [Supporting Images], 3

Credits & Description:

Brand ALZHEIMER'S ASSOCIATION
Entrant MCGARRYBOWEN SHANGHAI

mcgarrybowen Shanghai, China Entrant Company
mcgarrybowen Shanghai, China Idea Creation
Jeffry Gamble mcgarrybowen Shanghai Team Management
Simone Tam mcgarrybowen Shanghai Team Management
Recky Hou mcgarrybowen Shanghai Creative Director
Swing Gu mcgarrybowen Shanghai Creative Director
Dora Tsao mcgarrybowen Shanghai Copywriting
Lingfei Xie mcgarrybowen Shanghai Copywriting
Leo Li mcgarrybowen Shanghai Art Direction
Billie Chen mcgarrybowen Shanghai Art Direction
Louis Peng mcgarrybowen Shanghai Art Direction
Carol Ma mcgarrybowen Shanghai Team Management
Twinkle Lin mcgarrybowen Shanghai Account Services
Izzy Shen mcgarrybowen Shanghai Account Services
Hanyi - Font Design
Synopsis
Because lack of effective communication plan, the Alzheimer Disease awareness is still low. How to help Alzheimer’s Disease Chinese remind people this disease will rob their most precious thing -Memories? We created Fading Font, a specially designed Chinese characters that have strokes faded away, symbolizing the loss of memory. And we built nearly 7,000 common Chinese characters into a font library, which opened the great possibility for generating content. In World Alzheimer Disease Day, we provided free download for public to use and spread. Finally, people will never forget Alzheimer disease.

Strategy
We took the one thing that we use to express our feelings and our memories and re-designed it to become a powerful symbol. A symbol that can be easily customized and shared, which is Chinese character, owns the largest number of characters in the world which witnesses and records whole lifetime of Chinese people.

Outcome
The response was unforgettable. Within the first 24 hour, it boomed on social media. Without any media investment, people started to spontaneously create custom memes which inspired numerous brands share social posts with our font, and then OOH … And surprisingly, many celebrities had also joined. Finally, people will never forget Alzheimer disease.

The Font has been downloaded and used over 130,000 times,

No.1 Hot topic on Sina Weibo,

Over 34,000,000 views,

Over 100 brands and celebrities joined the promotion,

And the campaign has a total reach of over 234,870,000 people.

Execution
We created the Fading Font, a specially designed Chinese characters that have strokes faded away, just like how Alzheimer’s would take away people’s memories piece by piece. And we designed nearly 7,000 common Chinese characters to build it into an applicable Chinese font library. On World Alzheimer Disease Day, we provided this as a free tool for public to use and spread. As people used the font, not only did it create awareness but also, gave them a sense of what it would feel like to live with this disease.

Campaign Description
China has the highest number of Alzheimer’s sufferers in the world, but it also has one of the lowest awareness and understanding levels of its symptoms, leading to people getting treatment too late. Robbing them of the most precious thing they have, their memories. We need to create awareness of not just the disease but also the symptoms.

Brief With Projected Outcomes
China has the largest number of Alzheimer patients in the world. Because lack of effective communication plan, the awareness is still low. The worse is that we face a series of problem: low consultation rate, low diagnostic rate and low recovery rate, medical level is also in a backward stage.

Audience
Fading Font, a specially designed Chinese characters that have strokes faded away, symbolizing the loss of memory. We built them into a font library, which opened the possibility for generating content. In World Alzheimer Disease Day, people download and spread it across China. They will never forget Alzheimer disease.