Federazione Alzheimer Italia Promo, Case study A JOURNEY INTO ALZHEIMER'S by Enfants Terribles

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A JOURNEY INTO ALZHEIMER'S

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Industry Public awareness, Charities, Foundations, Volunteers, Public Safety, Health & Hygiene
Media Promo & PR, Case study
Market Italy
Agency Enfants Terribles
Director Marco Bechini
Executive Creative Director Mizio Ratti, Riccardo Quartesan
Art Director Marìka Mangafà
Copywriter Hilija Russo
Photographer Davide Bellocchio
Released September 2011

Credits & Description

Category: Charity and Not for Profit
Advertiser: FEDERAZIONE ALZHEIMER ITALIA
Product/Service: PUBLIC AWARENESS
Agency: ENFANTS TERRIBLES
Executive Creative Director: Mizio Ratti (Enfants Terribles)
Executive Creative Director: Riccardo Quartesan (Enfants Terribles)
Strategic Planner Director: Valerio Franco (Enfants Terribles)
Copywriter: Hilija Russo (Enfants Terribles)
Art Director: Marìka Mangafà (Enfants Terribles)
Director: Marco Bechini (Gipsy Production)
Assistent Director: Ambra Bechini (Gipsy Production)
Photographer: Davide Bellocchio
Media placement: Stunt Live - Guerrilla On Private Taxi Cab - 21-09-2011
Media placement: Press Campaign - City - 21-09-2011
Media placement: Internet - Social Network - Facebook - 11-09-2011
Media placement: Internet - YouTube - 21-09-2011

Summary of the Campaign
Most people are unaware of Alzheimer's and its effects. 21st September 2011 is World Alzheimer’s Day: a great opportunity for the Federazione Alzheimer Italia to act in order to increase public awareness of the disease. The aim was to make normal people experience first hand what happens to people affected by Alzheimer's.

An integrated campaign was devised, where people would be surprised by situations or interactions marked by the loss of memory and identity, 2 of the main symptoms of this disease.

A digital call-to-action on Facebook, guerrilla action in the streets of Milan on the World Alzheimer's day, and a viral video with the guerrilla shots all offfered a multi-touch point campaign for people to talk about and create the buzz.

Eventually, more than 57,000 euros were donated in just one single day, over 135,000 new contacts were gained, and 32 media talked about the campaign.

This was an integrated campaign, focussing on an event, choosing to increase awareness, not through paid media but by making people see, experience and feel the effects of Alzheimer's, so that they would then be able to spread the word.

The Situation
Most people are unaware of Alzheimer's. They don't realize how many people are affected by it and struggle to understand the drama, when it involves one of their family, relatives or friends.

Loss of memory and identity are symptoms of this disease; thus we decided to put them at the heart of our creative idea and to let people feel the experience of Alzheimer's in first person.

In addition to that, competition among social causes associations is fierceful and we needed a way to stand out among the competition and win people's attention.

The Goal
- Increase public-awareness of Alzheimer disease and of the Federazione Alzheimer Italia, during the World Alzheimer’s Day, on 21st September 2011;
- Make sure people don't only donate money, but also understand the issues of this disease and get sensitized to the cause for the long term;
- The campaign was addressed to everyone.

The Strategy
We created an integrated campaign to communicate the main symptoms of Alzheimer's disease and to let people feel the experience of the disease.

3 media were used: a press campaign, to talk to general public; guerrilla, to generate word-of-mouth and buzz; a Facebook event, to reach the young public in the digital world.

Execution
The live stunt involved candid camera on a taxicab: an actor, pretending to be a taxi-driver affected with Alzheimer disease, would let real people, not actors, who were unaware of the situation, experience the symptoms of Alzheimer's.

Shot videos were used to make a viral and distributed online through YouTube, digital PR and editorial placements on blogs and sites.

A Facebook event on September 21st invited users to take their profile image off and leave the default image only.

Documented Results
More than 57,000 euros were donated in just one single day, 135,000 new contacts were gained and 32 media talked about our campaign.