The idea was to create a space (physical and digital) where families, friends and people with Alzheimer's disease could gather to share with one another happy memories from before being diagnosed and funny moments that happened while having the condition. We made a hashtag #WillYouRememberMe and we used it as a question to ask families: "Will you remember me when I forget about you?". Alzheimer's disease can have surrealist anecdotes but are actually very true and vivid because the patient is confused and forgets how things are.

The chosen day to put the idea into life was September 21st because it is World Alzheimer's Day.  We made a video with the testimonials gathered during that day. After that, the video was posted on Facebook by a doctor celebrity from Argentina, named Dr. Facundo Manes. Once it was online it went viral and press started to talk about it. TV programmes aired the campaign and debate about it with specialist invited from the three NGOs that supported the campaign. Each period of time lasted between 6 and 13 minutes. There were a lot of content created by both ordinary people who used the hashtag and told their personal story or opinion, and more than 15 newspapers and magazines wrote about the campaign. One of them was a major historic newspaper from Argentina. Friends from Spain also told us they saw the video on TV.

This is a case that started with nothing. It had no client, no brief and no budget at all. During the campaign it gained everything it needed and more.

$45K pro bono budget

34 volunteers

+28M reach

+$3M earned media

+168% issue awareness.

Alzheimer's disease used to be a taboo word on mass media in Argentina, public opinion would rarely discuss about it. Nowadays, it has become a more friendly topic and people are more informed on the subject.