The crucial discovery that triggered the creativity is that recent studies confirmed that Alzheimer’s does not affect parts of the brain involved in remembering music. With this information, we interviewed a patient diagnosed with Alzheimer and asked him about the memories that he never wanted to forget.

Based on his answers, we created a song performed by a famous local musician (COTI) highlighting Ramon’s best moments and emotions to record them in the only place that cannot be erased.

This way we innovated transforming music into a powerful method against this terrible disease.

Alzheimer is increasing its number of patients year to year, expecting to affect one of three people towards end of 21st century. With the objective of raising awareness and a dose of hope around the disease, Alzheimer Argentina together with GREY Argentina developed this initiative looking forward to reach a wide range of targets (medical community, affected people –patients & families- and society in general)

The campaign got immediate attention after its launch, being published in many of the most important print and digital media of Argentina.