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Why is this work relevant for PR?

To be forgotten or Not to be forgotten, that’s a choice!

REmemory, a new fashion concept brand, aims to inject the younger’s enthusiasm for fashion into dementia issues to sparkle impactful discussion among these social issues by binding the memory from clothes and patients. In the name of REmemory, this novelty illustrates the connection between fashion and life, which successfully raised the younger's awareness upon dementia and broke the established mode of interacting with seniors. Together, we make REmemoery to be hold in the heart.


At Want Show Cleaners in Taiwan, the third-generation owner has taken the clothes that people have forgotten to pick up over the years and made fashionable retro outfits for his grandparents out of them, growing a huge following on Instagram. Devotedly promoting the value of old clothes and concern for the elderly for many years, Want Show Cleaners hopes, with their own power, to be a positive influence on society.

Studies show that in Taiwan 1 in every 12 people between 60 and 70 years old has dementia, and the condition is gradually growing more common. In the future, everyone throughout society is likely to have some connection with dementia. Yet most young people have no understanding of the condition.?

Our goal was to make the young generation care about and understand dementia.

Describe the creative idea

We created a completely new fashion brand, using forgotten clothes to support those who are forgetting. All the brand’s items are forgotten clothes from dry cleaners all over Taiwan. These misplaced outfits with a vibe from yesteryear have formed a retro style that’s fashionable today. People living with dementia serve as the brand’s models, and in so doing, they have gained their own voice. All profits from clothing sales are donated to the Taiwan Alzheimer Disease Association, truly using lost clothes to support those who are losing their memories.

Describe the PR strategy

To make dementia a fashionable lit topic!

The third-generation owner of local laundromat creates fashionable retro outfits for his grandparents by mixing and matching leftover laundries, which went viral on Instagram.

Inspired by the story, we found the common between dementia and left-behind laundries: Forget. Hence, we came up with idea: To use forgotten clothes to support who are forgetting. We gathered forgotten clothes from dry cleaners and people who are forgetting all over Taiwan to make a proper mix and match, aiming to sustain clothes’ value and make dementia a synonymous with fashion.

We twist the negative image of “Forget” and activate it with creativity to deliver the message: Age and disease is no longer a barrier for having fun with fashion. This campaign is all the rage throughout society, especially young people , as it’s a mode of meaningful fashion that the young people are totally into!

Describe the PR execution

Fresh Approach to Learn Dementia: Learn via E-shopping.

The campaign made a significant overture by opening an online shop to sell left-behind laundries, which presents patient’s life stories. Browsers could easily learn the knowledge of dementia from the stories while rolling over and selecting the leftover pieces.

“Forgotten clothes” were delivered to the customers, being packaged in REmemory Box with patients’ stories, and dementia online course access.

5 pop up stores were opened, while 3 celebrities and 11 KOLs were invited to unbox REmemory Box on social media, which made it go viral among youth and successfully spur their followers to swing with the trend.

Last but not least, partner with HaHow, a platform for online learning, we launched online courses for advanced dementia courses, creating an easy access for dementia in-depth learning. The campaign started from November and ended up at December, hoping to make everyone a Merrier Christmas.

List the results

The campaign was covered by many top-tier media outlets in Taiwan, and it received a special report in the prestigious cultural magazine Verse.

The power of fashion helped shatter people’s stereotypes of dementia and shorten the distance between young people and those elderly persons who live with it. And because many people sensed the brand’s goodwill in caring about senior citizen issues, it heightened the brand’s influence on society.

Media Coverage Growth: 190%+

Engagement grew 69,627 times

93.3% Favorability among Young People

Please tell us how the brand purpose inspired the work

Want Show Cleaners has become well-known and well-loved across social media because its owner hoped to use the power of memory that old clothes have, to spend more time keeping his grandparents company and to explore the possibilities of dialogue with the older generation. This spirit also inspires the core drive of this work: “caring, understanding, and companionship.” From the concept of “using forgotten clothes to support those who are forgetting” to the practical execution of the filming process, every step of the way aimed to achieve the brand’s original aspirations.

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