Radio and Audio > Innovation in Radio & Audio

I'M STILL HERE: JOHAN

DDB BRUSSELS, Brussels / ALZHEIMER LIGA VLAANDEREN / 2018

Awards:

Bronze Cannes Lions
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Demo Film
MP3 Original Language

Overview

Credits

Overview

BriefExplanation

In each portrait we hear a person addressing a family member, their loved ones or former colleagues. They recall one of the fondest memories they shared together. It’s a memory which clearly brings them joy, but at the same time we sense a sort of burden. An unspoken tragedy difficult to identify.

When they’re finished sharing their memories it becomes clear why: these people are suffering from young onset dementia. Whilst they still have those memories at the time being, they’re fully aware of what’s coming ahead.

At the end each mini-documentary listeners are invited to share own memories with their loved ones on ‘imstillhere.be’.

EntrySummary

Young onset dementia affects around 6.000 people in Flanders. Unfortunately, it remains a disease shrouded in taboo: dementia is still far too often associated with older people, by patients and doctors alike.

As a result, when young and active people encounter the symptoms for the first time, they are reluctant to go see a doctor. And when they eventually overcome their initial hesitations, they’re often confronted with incorrect diagnoses such as stress, burnouts or even depression. After all, it seems a bit far-fetched for a 55-year old to be struggling with dementia. Even for a professional.

As a result, it takes an average of no less than 4 years before patients receive the correct diagnosis. This means patients lose 4 years treating diseases they don’t have, instead of preparing for the journey ahead with Alzheimer’s.

That’s why the Alzheimer League Flanders wanted to break the taboo of young onset dementia.

Implementation

“I’m still here” repurposed classic radio commercials promoting brands and their products.

Breaking the young onset dementia taboo required a large enough reach which wouldn’t be achieved if only the Alzheimer League Flanders would be talking about it. It would require the participation from patients (and their loved ones) as well.

That’s why the Alzheimer League Flanders launched a series of radio-documentaries to give young onset dementia sufferers a voice. These portraits aired on national radio during prime time. Six courageous patients shared their dearest memory, the one which they refuse to lose.

The testimonies called upon other dementia patients to immortalize their dearest memories on our platform imstillhere.be. A new transmitting platform where people could record messages and have it sent to their loved ones on a future date of their choice. When dementia might have already taken over their ability to tell their own stories, themselves.

ScriptInEnglish

Ehm, wait a minute. Wait…

Hi Maaike and Maarten,

Do you remember, about 3 years ago, when you announced to us that we would be grandparents not only once, not twice but three times?

Ehm yes… That’s the moment we fantastically looked forward to.

And that’s the most beautiful present you could ever give us.

One day I won’t be able… to remember this beautiful moment.

I will have trouble recognizing you.

And even if I sit quietly next to you, I will always love you.

Ingrid is 57 and suffers from young dementia

Leave your dearest memory for your loved ones on “Imstillhere.be”.

An initiative of the Alzheimer League Flanders.

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