Because it achieves exactly the interaction of the message through a medium that tells stories to show people, in the world of stories, what happens to them when one of the three symptoms appears. The interaction manages to generate awareness and achieves an experience with the unique, direct, and effective brand.

Globally, more people die from Alzheimer’s consequences than from many other life-threatening diseases. For example, more people die due to complications from Alzheimer’s than they do from Breast Cancer and Prostate Cancer combined. In fact, in the time it has taken to read this, at least one more person has been diagnosed with the disease since, according to the World Alzheimer’s Report, someone is diagnosed every three seconds.

But the massive impact of Alzheimer’s isn’t just far-reaching. For each individual, it is deeply destructive as it tears down the memories and routines they have built and embraced throughout a lifetime.

As it takes hold, three characteristic symptoms quickly begin to materialize: event repetition, chronological alteration, and memory loss. Raise awareness of these symptoms, along with an understanding.

To raise awareness about these key symptoms and how to combat them, A.L.M.A , an international organization with a mission to fight Alzheimer’s, joined forces with Claudia Piñeiro, an award-winning author renowned throughout Latin America and the Spanish-speaking world. We transformed one of her bestsellers “Una suerte pequeña” or “A little luck” into 3 separate versions, each tackling one of the 3 key symptoms of Alzheimer’s.

The strategy was to attack the stories and how to be relevant and literal to communicate a message that speaks of the alteration of the stories, of our stories, through books that also tell stories and that when we alter them, taking into account any of the 3 main symptoms of Alzheimer's, things happen like the ones we literalize in the making of these three different books.

We did this by constructing each of the three versions to address and reinforce 1) Even repetition; 2) memory loss 3) Chronological alteration.

We put these books in the number 1 bookstores in Argentina where more than 1 million people pass each month so that they can interact with the books and assimilate the symptoms through the message and become aware to be attentive to any of them.

Finally, we exhibited these three versions of Piñeiro’s best-seller at a top, highly visited bookstore chain where more than 1 Million people visit per month, sharing a message through these books that

The books were exhibited in the most important Bookstores in the country so that people can interact with them, assimilate the message and raise awareness about any of these symptoms that could occur in them or in someone close to them.