Passwords are something that we take extreme measures to have safely kept in our memories, both by always remembering them and by not sharing them with anybody. A person with Alzheimer, though, will forget something so simple and personal.

With that in mind, we aimed to start a movement on Twitter that could grow organically. We got help from Tula Carrera, a 66-year-old recently diagnosed with Alzheimer that agreed to make her Twitter password public:

TULA CARRERA TWEET:

My Twitter password is 060114, the date I was diagnosed with Alzheimer, and I will soon forget it. Give me your support: www.recuerdenelalzheimer.com

The message was posted tagging high visibility users, such as celebrities, politicians, journalists and other influencers.

In Peru the Ministry of Health has forgotten to elaborate the National Plan of Prevention and Treatment of this disease which was ordered in 2013 through a law issued by the Congress. Face to this situation in September 2015 the Institute of Memory and the Alzheimer's Association started a movement to remind the Ministry of Health about the forgotten plan.

This was possible thanks to the collaboration of Tula Carrera, a 66-year-old woman who agreed to publicly shared her Twitter password in a simple tweet:

My Twitter password is 060114, the date I was diagnosed with Alzheimer´s and I will forgot it soon.Support me: www.recuerdenelalzheimer.com

A link in the Tweet redirected users to a video where Mrs. Carrera talked about the forgotten PLAN and asked everyone to tweet for her and the 300 thousand Peruvians with Alzheimer's with the hashtag #rememberthealzheimers mentioning in that same the account of the Ministryofhealth.

IN JUST ONE WEEK:

• 18.301.531 impressions

• 250.000 Tweets (61% retweets)

• Twitter influencers participation value in US$21.797

• Approximately US$180.000 in free press

• Twice Trendingtopic in Perú with #recuerdenelalzheimer

On October 6, 2015, Peruvian Government announced that “The Forgotten Plan” would begin its implementation. This will ensure that Alzheimer patients have access to prevention, treatment, recovery and psychosocial rehabilitation. It also incorporates a service network throughout the country, with a team of experts that includes psychology and psychiatry specialists.

Because, in order to solve a problem that had been forgotten by politicians, the media and society in general, a very simple strategy used Twitter and its influencers to mobilize a whole country.

The simplicity of the idea and the way it accomplished to get a positive result in just one week, makes this case a good example on how public relations can be constantly reinvented.

We allied ourselves with a person who will lose her memory, to start a movement that would build pressure on Peru’s Ministry of Health and force it to remember something it shouldn’t have forgotten to begin with: The National Prevention and Treatment Plan for Alzheimer.

Thus, a person recently diagnosed with Alzheimer became the face of the movement, by sharing something private but important that she would soon forget because of her disease, her Twitter password, with Peru’s biggest influencers, tagging them on a simple but striking post.

We used World Alzheimer’s Day, September 21, as the date for campaign launch, giving it maximum visibility and amplifying the reach of our message organically and countrywide.

In Peru, more than 300,000 suffer from Alzheimer’s and, despite projections indicating this number will increase significantly year by year as population ages, the Ministry of Health had continually delayed the development of the National Prevention and Treatment Plan for this disease since April 2013, when a law issued by Congress ordered its elaboration.

Because of this, the Alzheimer’s Association and the Peruvian Memory Institute started a movement to remind the Ministry of Health about the forgotten plan.