This campaign from Macedonia is about the loss of short term memory known as the first symptom of Alzheimer’s disease.
Alzheimer’s patients were asked what the latest news is they can remember. Agency Publicis collected these memories for the campaign from the Macedonian National Neurological Institute.
On World’s Alzheimer’s day these memories were published in cooperation with the leading newspapers with front pages featuring news from the past.
Also, the news on the TV stations were substituted with news from the past.
The main message: “This is the latest news for people with Alzheimer’s”.
The video below is the case study.
According to Nielsen media research, the campaign reached 68% of the Macedonian population. And the following month the number of the visits for medical advice increased by 215%.
The newspaper are in the Macedonian language but the images are easy to recognise. Like the tragical traffic accident with Lady Di and the attack on the Twin Towers in New York.