Brand Experience and Activation > Use of Promo & Activation

FOOTBALL VS. ALZHEIMER

LOLA LOWE & PARTNERS, Madrid / LIBERO / 2015

Awards:

Shortlisted Cannes Lions
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Case Film
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Overview

Credits

OVERVIEW

BriefExplanation

In 2014, an investigation by the Autonomous University of Barcelona proved that talking about football helps people with Alzheimer's. Líbero Football Magazine decided to create a tool to promote this investigation that actually helps: four special editions of Libero, as if they had been published decades ago, full of the best moments in football history with exercises designed to stimulate the memory of the patients. We delivered the magazines to Alzheimer treatment centers in Barcelona, for specialists to use them as part of the therapy. And memories came back. Working with the magazines, patients remembered names, goals and many beautiful moments from their youth. We are working with the UAB to bring these magazines to every Alzheimer center in Spain and help thousands of patients bring more memories back.

ClientBriefOrObjective

In 2014, an investigation by the Autonomous University of Barcelona proved that talking about football helps people with Alzheimer's and incipient dementia by improving their memory, attention and mood.

Líbero Football Magazine decided to create a tool to promote this investigation that actually helps.

Outcome

The project attracted the media attention, even former football stars like Justo Tejada decided to support the project. That’s why we are working with the UAB to bring these magazines to every Alzheimer center in Spain and help thousands of patients bring more memories back.

Relevancy

We create four special editions of Libero, as if they had been published decades ago. Four therapeutic tools full of the best moments in football history with exercises designed to stimulate the memory of the patients.

We delivered the magazines to Alzheimer treatment centers in Barcelona, for specialists to use them as part of the therapy. And memories came back. Working with the magazines, patients remembered names, goals and many beautiful moments from their youth.

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