Alzheimer Liga Fernsehen und Film, Digital, Direkt How Can We Keep People With Dementia Reading As Long As Possible DDB Brussels

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How Can We Keep People With Dementia Reading As Long As Possible

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Branche Rassenunterschiede (ethnische Unterschiede), nationale Minderheiten, Probleme der Behinderten
Medien Fernsehen und Film, Digital, Direkt
Markt Belgien
Agentur DDB Brussels
Creative Director Peter Ampe, Odin Saillé
Copywriter Bart Van Goethem
Veröffentlicht März 2016

Belohnungen

Epica Awards 2016
Design Publication Design Grand Prix Design
Design Publication Design Gold

Kredite und Beschreibung

The Flemish Alzheimer League (Belgium) launches a new series of 'Simplified Stories' to prevent dementia. In cooperation with the University of Antwerp, the organization developed a new approach to make reading easier and more enjoyable: simplified books in order to fight early-onset dementia.Agency: DDB Brussels
Title: SIMPLIFIED STORIES
Media: Web Film
Media: DM
Simplified Stories
Client : Alzheimer Liga Vlaanderen 
Brand: Alzheimerliga
Contact : Hilde Lamers 
Partner : Uitgeverij Borgerhoff-Lamberigts
Productiehuis: Thinkfish Media
Agency : DDB Brussels
Account Team : Silvie Erzeel, Anneleen Vande Voorde
CD :  Peter Ampe, Odin Saille
Création : Tim & Stefan
Copy : Bart Van Goethem
Graphic Designer : Marlène Wautot
PR :  Kenn Van Lijsebeth
Photos: Adam Kozlowski 
Along with our client Alzheimer Liga, we teamed up with the University of Antwerp to develop a format for simplified books, adapted to people with Alzheimer disease. Based on the advice of field experts Paradox and the University of Antwerp we made Simplified Stories: rewritten and redesigned books for patients with early dementia. Stromae’s biography is the first. As a worldwide phenomenon he’s the perfect topic of conversation between patients and partners, friends and family. So we’re not only creating awareness about early dementia, we’ve created something that really helps.
Creative Execution
Simplified Stories are simplified versions of existing books. They have been made to encourage people with early-onset dementia to keep on reading, as this delays the illness. Simplified Stories tell the essence of a story, using shorter sentences and easier words, while special typography, additional images and summaries provide useful reminders.
Far more important than the international press coverage, was the massive response. We received hundreds of heartwarming reactions and mentions. Even the Flemish minister of healthcare wrote a beautiful review about the project on his owned media. Some patients wrote: “Finally another book in my bookshelf.” - Patrick, “My wife was surprised to see me reading again.” - Danny, “This book encouraged me to read again.” - Anne. 3.500 books were distributed.
People with (early-onset) dementia gradually lose their cognitive abilities.
Our Simplified Stories series served as a a social tool to help those suffering from Alzheimer. By simplifying a series of books we want to close the gap between patients and society, giving them something to talk about. And of course a book they can enjoy.
Our book generated interaction between patients and society, putting a spotlight on Alzheimer.
Normal books or newspapers become too hard to read for them, which is a pity because reading can develop one’s cognitive skills. Instead of creating an awareness campaign, we did something that really helps. With our client Alzheimer Liga, we teamed up with the University of Antwerp to develop a format for simplified books, adapted to people with Alzheimer disease. The main strategy about this project was quite simple: we used our smarts to do something good, something that would make a difference.