Alzheimer's Disease Association Promo, Case study SORT ME OUT by Grey Singapore

SORT ME OUT

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Industry Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Singapore
Agency Grey Singapore
Associate Creative Director Joseph Cheong
Art Director Deng Yingzhi, Tan Zi Wei
Copywriter Dunstan Lee
Producer Billy Fong
Illustrator Boo Wei Yi, Shum Qi Hao
Editor Tey Eng Yong
Released December 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: ALZHEIMER'S DISEASE ASSOCIATION OF SINGAPORE
Product/Service: ALZHEIMER'S AWARENESS
Agency: GREY GROUP SINGAPORE
Chief Creative Officer/Executive Creative Director: Ali Shabaz (Grey Singapore)
Associate Creative Director: Joseph Cheong (Grey Singapore)
Copywriter: Dunstan Lee (Grey Singapore)
Art Director: Tan Zi Wei (Grey Singapore)
Art Director: Deng Yingzhi (Grey Singapore)
Illustrator: Boo Wei Yi (Grey Singapore)
Illustrator: Shum Qi Hao (Grey Singapore)
Senior Interactive Designer: Sudhir Pasumarty (Grey Singapore)
Tv Producer: Sandra Ong (Grey Singapore)
Chief Technology Officer: Adrian Lee (Yolk)
Senior Interactive Designer: Adrian Tee (Yolk)
Social Media Executive: Stephanie Chua (Yolk)
Project Manager: Kester Poh (Yolk)
Producer: Billy Fong (Vhq)
Editor: Eng Yong (Vhq)
Media placement: Interactive - Socia Networking Sites - 21 December 2011

Summary of the Campaign
People suffering from Alzheimer’s are often neglected and ignored. To get people to feel for the sufferers and support them by spreading the word, an app was created and released on Facebook to get people to experience the kind of loss a real patient goes through. The app worked because shocked everyone. As a result, the campaign turned unsuspecting Facebook users into advocates of Alzheimer’s. People shared the app across 77 countries. There was a significant jump in the number of people signing up as volunteers. But most importantly, the app ended people’s indifference toward the disease.

The Situation

Print ads. Television commercials. Radio spots. Brochures. All of these traditional media do their part of educating people on what Alzheimer’s is. Perfect for building awareness. Hopeless at eradicating peoples’ apathy for the disease.

When the Alzheimer’s Disease Association wanted to get people to feel strongly for these unfortunate victims, something more drastic had to be done.

The aim was simulate the effects of Alzheimer’s on healthy people. Because Facebook is the world’s richest storage bank of personal memories, it was the perfect place to launch the Alzheimer’s campaign.

The Goal
People usually care more for something when they experience it.
The goal was to create a social media experience that would erase all of a person’s memories - photos, information and identity - and get people to actually feel the effects of Alzheimer’s for themselves.

With more than 62% of the world’s population storing their most precious memories on Facebook, there wasn’t a better place to launch the campaign.

The Strategy
An innocent sounding app by the name of Sort Me Out was created to meet the campaign objective.

On the surface, Sort Me Out promised to help organise a Facebook user’s data – their personal information, pictures and friend’s list. Once a person accepts the app, the effects of Alzheimer’s would take over. Sort Me Out was designed to behave like a memory-killing virus. There was no way to stop the disease, rendering a user completely helpless was deliberate.

Execution
Sort Me Out was first posted on 80 Facebook user’s account. Each had an average of 450 friends. From there, Sort Me Out took on a life of its own.
In days, the app spread like an epidemic. Facebook users in over 77 countries experiences the agonizing effects of Sort Me Out.

Documented Results
Sort Me Out was so realistic Facebook users help spread the app to 77 countries.
It even shocked Facebook so much that they issued a warrant for it to be removed.
ADA’s website traffic went up and the number of people signing up as volunteers increased as well.
Most importantly, the campaign ended people’s indifference toward the disease.