FUNDACION REINA SOFIA: BANK OF MEMORIES

Credits & Description:

Category: Charity and Not for Profit

Advertiser: FUNDACIÓN REINA SOFÍA

Product/Service: SOCIAL CONCIOUSNESS

Agency: CONTRAPUNTO BBDO

Agency: QSM

Creative Executive Director: Felix Del Valle (Contrapunto BBDO)

Creative Executive Director: Carlos Jorge (Contrapunto BBDO)

Account Manager: Patricia Miguel (Contrapunto BBDO)

Copywritter: Xisela López (Contrapunto BBDO)

Art Director: Eva Janire (Contrapunto BBDO)

Head Of Production: Gema Crespo (Contrapunto BBDO)

Head Of Graphic Production: Javier Lujan (Contrapunto BBDO)

Editor: Marta P. Antelo (Contrapunto BBDO)

Media placement: TV NEWS - TVE (Television) - 16/05/11

Media placement: TV NEWS - TELE 5 (Television) - 16/05/11

Media placement: TV NEWS - LA SEXTA (Television) - 16/05/11

Media placement: TV NEWS - CUATRO (Television) - 16/05/11

Media placement: TV NEWS - ONDA CERO (Radio) - 16/05/11

Media placement: TV NEWS - ANTENA 3 TELEVISION - 17/05/11

Media placement: INTERVIEW - CADENA SER (Radio) - 21/05/11

Media placement: INTERVIEW - PUNTO RADIO - 24/05/11

Media placement: STORY COVERAGE - TVE (Television) - 31/05/11

Media placement: STORY COVERAGE - TVE (Television) - 21/09/11



Summary of the Campaign

Bank of Memories is a place created to safeguard thousands of real memories

from around the world.

This initiative was created to make the population aware of the importance of

continued research into Alzheimer’s Disease, for which a great deal is yet to be

achieved, and continued financial cooperation to help undertake the research

projects currently underway and future projects.

Alarming data such as this: “over 100 million people could lose their memory

before 2050 if research into a cure for Alzheimer’s does not advance” has

impelled a significant number of people, along with public organisations,

associations, foundations and private companies, etc. to embark on and

complete this project for completely altruistic purposes.



HOW IT WORKS

You have two possibilities in the bank of memories:

You can enter and DONATE your memory. A memory you don’t want to forget.

You can do this by written text and can also include a photograph or a video, or

both. DONATING is free of charge.

When your memory is included, we’ll ask for your e-mail so that we can send

you a link to access it and resend it to whoever you want.

You can also publish your donated memory on your Facebook or Twitter wall

and tag the friends you want to share it with.

The other option is to SPONSOR a memory. You can sponsor a random

memory by browsing through the different drawers of the Bank or you can

search for a specific memory using the site search engine.

Sponsoring a memory involves a financial contribution that will go entirely

towards research into Alzheimer’s Disease.



The Situation

Over 100m people could lose their memories before 2050 if Alzheimer’s research does not advance.



The Goal

To make society aware of what suffering from this disease means, we needed an idea that would become a symbol of the struggle against Alzheimer’s.



The Strategy

We created the first Bank of memories.

A different bank, where everyone can save into a drawer those memories you would never imagine you could lose.



Execution

With the support of her majesty the Queen Sofía, we achieved for the first time in Spain, a historic collaboration agreement signed by the main mass media groups.



TV presenters, actors, models, athletes saved their memory.



Coca Cola made a spot in order to save it in the Bank, and Google creators saved the photo of the garage where they first started.



Many politicians arranged public events where they saved their memories. Even a small town decided to save their collective memories.



What started as a campaign, evolved into a useful tool in old people’s homes.



Documented Results

We achieved 340 mass media appearances.

Television:58

Radio: 32

Digital and traditional press: 250



More than 100,000 campaign references in Google

More than 750,000 website visits

And 93% population coverage



And what’s even more important, the Bank currently has more than 35,500 memories.