Eurobest

Lost memories

McCANN WORLDGROUP, Madrid / FUNDACION ALZHEIMER ESPANA / 2016

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Case Film
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Overview

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Credits

Overview

Background

• Situation: The economic crisis reduces government assistance to Alzheimer’s patients. • Briefing: In Spain live more than 700000 people with Alzheimer disease and every year it is diagnosed 150,000 new cases of the disease. The Alzheimer Foundation of Spain has worked for more than 20 years to achieve a greater comprehension and tolerance with Alzheimer’s patients, giving continuous support to more than 1,500 members and working in a timely manner with other associations and groups of patients. •World Alzheimer’s day goals: o To aware and mobilize society and political class about the need of involvement and support families and patients. o To raise awareness of the work of the Alzheimer foundation of Spain.

Execution

Those who found the USBs, understood that it was not a simple lost thing but a special one because it contained the most valuable thing for everybody: their memories. Then, it happened, on the following days and weeks, 22 people had found a USB and after having noted the value of the information they went to the address indicated to give it back. Surprisingly, when they arrived they discovered that what it was supposed to be their houses was actually one of the offices of the Alzheimer Foundation of Spain. There, they were welcomed with enthusiasm and discovered that they had been involuntarily volunteers in the project, showing that they were very sensible people. After the initial surprise, all of them were receptive and emphatic with the disease and even some of them showed their interest on collaborating with the foundation .

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