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ALZHEIMER'S A NIGHT TO REMEMBER

Silver

Case Film

Presentation Image

ClientALZHEIMER’S ASSOCIATION LEBANON
ProductNGO
EntrantMEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Type of EntryPractices & Specialisms
CategoryEvents & Stunts
TitleALZHEIMER'S A NIGHT TO REMEMBER
Product/ServiceNGO
Entrant MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Idea Creation MEMAC OGILVY & MATHER LEBANON Beirut, LEBANON
Idea Creation 2 MEMAC OGILVY & MATHER Dubai, UNITED ARAB EMIRATES

The Campaign

The Alzheimer’s Association wanted to raise awareness amongst a younger audience but young people don't want to listen about illnesses that effect the old. We did this by making them experience the symptoms of Alzheimer's (confusion, memory loss and disorientation) without them knowing. In 3 Karaoke venues we secretly changed the lyrics of famous songs. By altering the lyrics, we gave the unsuspecting performers a taste of what it feels like to be confused and disoriented; the daily struggles of an Alzheimer's patient. At the end of the songs, our main message followed on screen explaining what had just happened, triggering a very emotional reaction to the audience present.

Execution

In Lebanon and in the UAE, we ran this experience in 3 well-known Karaoke venues, where we secretly changed the lyrics of some famous songs. By altering the lyrics, we gave the unsuspecting performers a taste of what it feels like to experience confusion, disorientation and memory loss i.e. symptoms of Alzheimer's. At the end of the songs, our main message followed on screen explaining what had just happened, triggering a very emotional reaction to the audience present. The same was shared online and through the association itself driving both physical and emotional engagement.

In less than 1 week the idea went viral reaching tens of thousands of people. Receiving critical acclaim in the World Innovation Summit for Dementia in Doha, Qatar with more than 20 countries present. The video was also featured in the December Newsletter of Alzheimer Disease International (ADI) which is an organisation grouping 65 countries. But more importantly, the number of volunteers skyrocketed. Volunteers increased by 64% and awareness amongst the youth increased by 78%

The Situation

This live PR experiment at its core enabled our initiative to provide a clear message and an experiential engagement with our direct target; the unaware youth. It got us to be closer to our target, engaged them on a personal level, while ensuring that they actually go through the same experience that our Alzheimer's patients go through, even if for a brief moment. And, it proved to be very successful on a PR level.

The Strategy

Karaoke is one of the go-to sources where the young crowd (our main target) turns to, relieving their daily pressures to have some fun. Our main approach was to use this platform as a way of connection with our group, transforming it into something more educational, where we get to talk about a very serious issue that affects Alzheimer's patients' lives dramatically. We used Karaoke venues and music as our activation location and tool, altering lyrics of famous songs, getting the youth to experience (even if it was for a short period of time), the daily symptoms and struggles of an Alzheimer's patient; memory loss, confusion and disorientation. This way proved to be very efficient as the youth completely understood the concept and the main idea behind it, and reacted positively on ground, as well as online and through the association itself driving both physical and emotional engagement.

Credits

Name Company Position
Paul Shearer Memac Ogilvy & Mather, Dubai Chief Creative Officer
Moe Minkara Memac Ogilvy & Mather, Beirut Executive Creative Director
Rima Isho Memac Ogilvy & Mather, Beirut Business Director
Naji Boulos Memac Ogilvy & Mather, Beirut Managing Director
Ramzi Ibrahim Memac Ogilvy & Mather, Beirut Associate Creative Director
Karim Sherif Memac Ogilvy & Mather, Dubai Associate Creative Director
Malek Badreddine Memac Ogilvy & Mather, Beirut Copywriter
Dimitri Ghalieh Memac Ogilvy & Mather, Beirut Senior Graphic Designer
Jean Rizk Memac Ogilvy & Mather, Beirut Graphic Designer
Ecstacy Labs Ecstacy Labs Production
Beyond Post Beyond Post Production
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