In Russia the people facing a person with Dementia do not count him/her as an afflicted person. So no treatment or adaptation is supposed or needed.

The challenge: to give the people noticeable markers of Dementia, to lead them to the idea that Dementia should be diagnosed and treated.

The super challenge: having in mind that we are talking about close relatives (moms, dads, grannies) suffering from Dementia, we have to be very accurate and careful in the way we deliver the message (people tend to ignore what puts them in a stress).

The strategy: to use children’s natural attentiveness and a common occasion (family reading) to make them our attentive assistants, by providing information on the symptoms in an entertaining way and by helping them to share their observations with their moms and dads.

The creative solution: we found a well-known character from folklore – Babushka Yaga (a soft-evil character, meaning no real harm to good heroes) - and created 18 fairytales describing the first symptoms of transformation from babushka (normal person) to babushka yaga (person with Dementia), and made a book for family reading.

The results: earned media, contacts with our book, memini.ru traffic.

The first key point is an occasion - the family reading. Grannies read books to our children, babysit them, help us to raise them. It unites three generations in a very warm atmosphere of love and support and can deliver our message.

The second key point is the character - Babushka Yaga, and the creative solution - fairytales. We found a well-known character from the folklore, who perfectly fits the situation, created 18 fairytales describing the first symptoms of Dementia, and made a book for family reading.

We planned three waves: the launch (crowd funding by social media), the presentation of the printed book (social media + mass media), the presentation of an audio book made with the participation of celebrities (social media + mass media). The project includes an offline version of the book for offline events, an online book for downloading, an audio book in online and offline formats for downloading and PR events and distribution.

The tactical results are:

– All the books have been distributed among children's libraries and health clinics free of charge;

– The audio-version has been downloaded about 8 thousand times;

– More than 18 thousand people have read the book online;

– The daily audience of the web-site has increased four times;

– With no capital having been invested, Earned media is estimated at USD 250,000.

The strategic results:

– We want to raise a generation, who knows this syndrome from childhood and knows how to deal with it.

– We created a positive route for discussing and sharing information about a very complicated and frightening topic – the Dementia syndrome.