The fanaticism of the Argentine professional league in a Racing Club match, one of the biggest clubs and with the most fans in the country, provided A.L.M.A, a global organization with a mission to fight Alzheimer’s, with a high impact backdrop to simulate one of the biggest symptoms of the disease name confusion. We used matchday number 11 of the Argentinian professional soccer league so that before, during, and after the match our message made an impact not only with fans watching it in real-time but with all those who saw the highlights and conversations in the days that followed

Every year, more than 10 million people are diagnosed with Alzheimer's disease. While the general public is aware of Alzheimer’s general, there is little awareness of the debilitating effects of one of its most pronounced symptoms: name confusion. The objective was to raise awareness about this symptom – one of the first the disease produces— in order to be vigilant and not dismiss it as if it were confusion like any other. Knowing how to identify this symptom is an incredibly important step toward yielding an early diagnosis, which gives people the tools to better manage the disease and provide optimal care for their loved ones much sooner in the process.

Our strategy was to create an immediate and far-reaching impact on millions of people by sharing a clear message about Alzheimer’s and one of its first symptoms -name confusion. And we had to do it where no one would see it coming in order to give people an authentic, first-hand experience of the symptom. We chose a time and a place where intense attention was already captured – a high-profile soccer match with more than 40,000 fans in the stadium and millions watching at home or on their devices. Because A.L.M.A. is a non-profit, the strategy also needed to have organic reach and amplification built in. With hundreds of media outlets covering the match and high interaction on socials providing maximum amplification in real time, the goal of the live experience was to generate tons of earned media and conversation organically.

The idea is that both those attending the match and those following the game on TV or social, during one of the most important matches of the Argentine Professional League, could experience first-hand one of the first symptoms of Alzheimer's disease, which is the confusion of names. We did this by switching the players' last names on the backs of their jerseys in real time, at the match and shared the activation across multiple channels.

Two hours before the match on Racing Club's social accounts, we published a photo where we see the team locker room and the Jerseys hanging. where surnames were exchanged

An hour later, another photo with the formation of the 11 starters but, again, the last names did not correspond with the numbers we showed. At game time, the professional Racing Club players took to the field wearing jerseys with another teammate's last name on their back.

All was resolved when the players gathered for a photo while holding a banner with a message:

“Name confusion is one of the main symptoms of Alzheimer's and if you feel this you should contact ALMA.”

On social, we also posted the previously captured video of Gonzalo Piovi and Gabriel Hauche, the two most important players of the professional squad revealing and explaining what had happened.

In less than a week, this live activation campaign generated:

• • More than 179M earned media impressions (This is how we reached 3 times more people with our message than the inhabitants of the country as a whole)

• 98% positive sentiment (2% neutral)

• 400% increase in A.L.M.A.’s social media impressions

In the week following the match, A.L.M.A. He had more consultations on his website and his social networks than if we add up all the ones he had in the last year.

Soccer in Argentina is the most important sport in the country, where millions of fans follow their clubs and the professional soccer league every Sunday where the matches are played, and also every day of the week on TV, streaming, radio programs, press, social networks, etc. The fanaticism for soccer is total, even more so being the last world champion in Qatar 2022 and having been chosen in that same soccer world cup as the best fans in the world. Also the best player, Lionel Messi, the Best Goalkeeper, Emiliano Martínez and the revelation player of the World Cup, Enzo Fernández. The fanaticism was already total, but after the World Cup, the passion increased 100% more.