| Golden Drum, 2014 | ||
|---|---|---|
| Public relations | Social responsibility | Golden Drum |
| Media | Best use of the medium | Silver Drum |
| Eurobest, 2014 | ||
| Media | USE OF MEDIA: USE OF PRINT IN A MEDIA CAMPAIGN | Bronze Eurobest |
Publicis Skopje were approached by the National Neurological Institute in order to create an Alzheimer's Disease Awareness Campaign. They briefed us about the disease and that many people thought that it's normal for older people to forget things so they ignored this early symptomâ¦until they discover that it's too late.The results were astonishing. According to the Nielsen media research, the campaign reached 68% of the Macedonian population.
And the following month the number of the visits increased for 215%.
The main message was "These are the latest news for the people with Alzheimer's" and people could find more information about the disease on www.alz.mk.
Category: Public interest
Brand: National Neurological Institute
Agency: Publicis Skopje
Country: Macedonia
Advertising Agency: Publicis Skopje
Creative Director: Vasilije Corluka
Art Director: Miki Stefanoski, Milan Stojanov
Copywriter: Dejan Spirkoski
Designer: Aleksandar Jakovlev, Gjorgji Janevski
Photographer: Aleksandar Pulios
Media Director: Igor Celebic
Strategic Planner: Bojana Trpcevska
PR Director: Saso Duljanov
Published: September, 2013
In only one day, the message about recognizing the early signs of Alzheimer’s reached 68% of the entire Macedonian population*. As a result, in the months following the campaign, the number of people seeking early medical advice increased more than 2 times. Due to coordinated effort with all leading national media outlets, the entire campaign was executed with 0 euros media spending. *source: Nielsen Media Research
Creative Execution
After extensive coordination with the media, on the World’s Alzheimer’s day, the 3 leading daily newspapers in Macedonia were published with front pages featuring news from the past. After gabbing the attention of the readers, the massage was revealed - "For people who suffer from Alzheimer's disease these are the latest news". The campaign further instructed the readers to visit a specially created website with additional information and advice about recognizing signs of Alzheimer's. On the same day, the news on the 4 main TV stations in the country were also changed substituted with news bulletins from the past. The anchor in the studio consequently revealed the message for the viewers.
Insights, Strategy and the Idea
One of the first symptoms of the Alzheimer’s disease is that the patients start forgetting things from the present, but still remember in great detail things from the past. Unfortunately, this early sign is usually overlooked due to widespread believe that it's normal for the elderly people to forget things. Since early diagnosis of Alzheimer's is crucial, we needed to bring the attention of the elderly people and their closest ones to this early symptom. To do this, decided to create special kind of news. We talked to Alzheimer’s patients and asked them what are the latest news and events they could remember. They became our news editors. Using their real memories we created: THE FRONT PAGES FROM THE PAST - front pages where each news article was based on a memory of an actual Alzheimer’s patient. This was especially relevant, since the majority of elderly people still buy newspapers.