If we want a healthier society, we not only have to take care of ourselves with habits so that the development of life is better, but we must also be attentive and know about our state of health periodically. Alzheimer's has symptoms that are often confused with things that occur in older people, such as confusion in name, face, forgetting things, etc. Many people associate it with age, but Many times, these symptoms are indicators of Alzheimer's. A.L.M.A Association manages to accompany the patient and his family, which is key in the evolution of this disease. Knowledge gives us power.

Soccer in Argentina is the most important sport in the country. Millions of fans follow their clubs and the professional soccer league every Sunday, where the matches are played, and also every day of the week on TV, streaming, radio programs, press, social networks, etc. The fanaticism for soccer is total, even more so being the last world champion in Qatar 2022 and having been chosen in that same Soccer World Cup as the best fans in the world. Also the best player, Lionel Messi, the Best Goalkeeper, Emiliano Martínez and the revelation player of the World Cup, Enzo Fernández. The fanaticism was already total, but the passion increased 100% after the World Cup.

The Association has been working on its campaigns for years, where each one of them is based on a particular symptom. Just as The Name Confusion focuses on the confusion of names, we also work on forgetting, the confusion of faces, those who wander down the street, the altered chronology of events, the repetition of events by the patient countless times, etc The Association with its campaigns manages to become even better known so that anyone who suffers from one or more of these symptoms knows where to go because not only do we not know the symptoms as a society, but we also do not know where to go if we suffer some of them.

Every year, more than 10 million people are diagnosed with Alzheimer's disease. While the general public is aware of Alzheimer’s, there is little awareness of the debilitating effects of one of its most pronounced symptoms: name confusion. The objective was to raise awareness about this symptom – one of the first the disease produces— to be vigilant and not dismiss it as if it were a simple confusion. Knowing how to identify this symptom is an incredibly important step toward yielding an early diagnosis, which gives people the tools to manage the disease better and provide optimal care for their loved ones much sooner.

Soccer in Argentina is the most important sport in the country. Millions of fans follow their clubs and the professional soccer league every Sunday, where the matches are played, and also every day of the week on TV, streaming, radio programs, press, social networks, etc. The fanaticism for soccer is total, even more so being the last world champion in Qatar 2022 and having been chosen in that same Soccer World Cup as the best fans in the world. Also the best player, Lionel Messi, the Best Goalkeeper, Emiliano Martínez and the revelation player of the World Cup, Enzo Fernández. The fanaticism was already total, but the passion increased 100% after the World Cup.

The idea is that for those attending the match and those following the game on TV or social, during one of the most important matches of the Argentine Professional League, people could experience first-hand one of the first symptoms of Alzheimer's disease, which is the confusion of names. We did this by switching the players' last names on the backs of their jerseys in real time, at the match and shared the activation across multiple channels.

Our strategy was to create an immediate and far-reaching impact on millions of people by sharing a clear message about Alzheimer’s and one of its first symptoms -name confusion. And we had to do it where no one would see it coming in order to give people an authentic, first-hand experience of the symptom. We chose a time and a place where intense attention was already captured – a high-profile soccer match with more than 40,000 fans in the stadium and millions watching at home or on their devices. Because A.L.M.A. is a non-profit, the strategy also needed to have organic reach and amplification built in. With hundreds of media outlets covering the match and high interaction on socials providing maximum amplification in real time, the goal of the live experience was to generate tons of earned media and conversation organically.

Before the match on Racing Club's social accounts we published a photo where we see the Jerseys but the numbers of those playing that day were correct, but the last names were switched.

After we posted another photo with the formation of the 11 starters that were playing that day but with the last names switched.

The stadium screens showed players’ faces, but the last names were wrong. The announcer through the speakers also said the correct numbers but with names that were switched.

All was resolved when the players took a photo while holding a banner with this message:

“Name confusion is one of the main symptoms of Alzheimer's and if you feel this you should contact ALMA.”

It all happened in the live official broadcast of ESPN. On social media we also posted a video of the two most important players of the squad explaining what had happened.

In less than a week, this live activation campaign generated:

• More than 179MM earned media impressions

• 98% positive sentiment (2% neutral)

• 400% increase in A.L.M.A.’s social media impressions

Never in history has A.L.M.A. had so many inquiries or so many interactions on its humble social networks.

As we mentioned previously, the association bases each campaign on a particular symptom. The Association carries out one or two campaigns per year, no more because it does not have the money to carry them out since it is an NGO. One campaign, one symptom. At this moment there are two more A.L.M.A campaigns. One has to do with those who wander down the street without knowing what they are doing there, who they are, or where they are going and another has to do with the confusion of faces.

This campaign did not use paper, plastic, or anything other than what is already done in a professional soccer match, such as the live broadcast or the printing of the t-shirts. The unveiling poster is part of football; if our banner had not been there, there would have been another one. But, the campaign did not generate any extra material to what is already done every Sunday during the professional league match.