Innovation > Innovation

DIALNOSTIC.

LEO BURNETT , Mexico City / RADIO FÓRMULA. / 2021

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Overview

Credits

OVERVIEW

Why is this work relevant for Innovation?

Based on recent studies from the University of Murcia in Spain and with the help of the Alzheimer's Foundation in Mexico, we were able to study the voices of the listeners of our station and carry out the first massive checkup for the early detection of Alzheimer's disease.

Background

According to the World Health Organization, by 2030, Alzheimer's cases in Mexico will have doubled. Early detection is the only way to control the disease and improve the quality of life of patients, but in the country, more than 90% of senior citizens have never had tests to diagnose Alzheimer's.

Describe the idea

The University of Murcia proved that Alzheimer’s disease can be diagnosed early by comparing voice patterns like speech temperature, language fluency, and the length of pauses, between a healthy patient and a patient with Alzheimer's.

That's why in Radio Fórmula, one of Mexico’s most important radio stations for the elderly, we decided, to use the hundreds of daily calls we receive from our listeners, to study their voices and conduct a massive checkup.

What were the key dates in the development process?

Preliminary tests: Abril 10, 2020.

Activation: June 19, 2020.

Describe the innovation / technology

We asked our listeners to recite the first stanza of “Cielito Lindo”, one of the most popular Mexican songs, and then, with the help of the Alzheimer’s Foundation, we converted their voices into a graphical representation that allows us to statistically compare their voice patterns, with those of patients with Alzheimer’s, reciting the same stanza of the song.

Describe the expectations / outcome

We are currently looking for support from public and private institutions to carry out massive checks on a continuous basis, not only at the station but also at each and every one of the stations for older adults in Mexico.

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