Cannes Lions
DDB BRUSSELS, Brussels / ALZHEIMER LIGA VLAANDEREN / 2018
Awards:
Overview
Entries
Credits
Description
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’.
Execution
“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.
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