Moments

Background

Alzheimers was one of the more common forms of dementia, representing 50% to 70% of all cases.

How do you wake up the global community, both young and old, regarding this issue?

There was a simple insight: Alzheimer's Day (21st of September), was often forgotten by most people, so suffering from the major symptom of the disease.

Life is made out of little moments. Every time we remember them, we relive them with the same intensity. Either because we feel nostalgic or because we miss those times that never return. But for some people those moments fade away, forever.

Idea

An integrated campaign was created that lives from moments, so people can feel up to close the same experience of an Azheimer's patient.

Pictures were sent everyday of memorable moments, taking advantage of the main feature of Snapchat: Watch, disappear and no record in memory. A website was also created doing exactly the same, connecting people with Facebook friends.

Through this, people could share their own (memorable) moments with friends on Snapchat and Facebook, the pictures of all these moments can be visualized just for 5 seconds and then, they disappear forever. So will never return. When friends received the snap or "Moment" (a split second from their lives, frozen forever, a snapshot/image of a moment lived), the next message appears: "For some people the most meaningful moment of their lives disappears. Forever.", "Alzheimers. Help! Before you forget about it."

To remember those moments/pictures, people had to keep them in memory, doing an exercise against the disease and taking a new perspective of this sad reality.

Simultaneously on the website people could help the cause donating an amount of their choice.

Results

The aim was achieved, to make Alzheimer's Day noticed and remembered by all consciously:

In two weeks, the campaign:

• Showed up in the tv news and a little bit all over the internet;
• Over 33 % of people reached on social media were impacted by the campaign;
• Snapchat Alzheimer Portugal was searched more than 39,000 times on google;
• The fan page grew by almost 50%;
• The campaign achieved a PR Value over 40.000,00€;
• And it reached 48 countries.
• A lot of encouraging messages in Snapchat, but unfortunately, they disappeared just as a Alzheimers' patients memory