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Unforgettable Songs

Unforgettable Songs

About this initiative

In a world in which we live longer and longer, Alzheimer’s is a disease that plays an increasingly large part of people’s lives. In tackling good health and well-being, what can we do help Alzheimer’s sufferers and the people around them? A scientific discovery, a film maker and agency isobar came up with an innovative approach.

Alzheimer’s disease affects more than 35 million people worldwide and has a negative impact on the health and well-being of many families. With a lot of research focusing on the brain, a scientific breakthrough in 2016 identified that the areas of the brain where musical memory is stored is different from our everyday memory. This insight led to an innovative campaign to use song to help Alzheimer’s sufferers to remember their former lives and connect with their loved ones.


To help Mares Films launch their new feature film Floride (which features a story line around Alzheimer’s), Brazilian agency isobar developed a campaign that brought together user-generated content, musical celebrities and Alzheimer’s sufferers and their families. the #unforgettablesongs campaign brought together patients, families and musicians to create songs that reflected the life of the patient. This helped the patient retain their memories and engage with their loved-ones on a longer, on-going basis.

The campaign soon took off with new songs being uploaded weekly including from some major Latin stars. The campaign generated more than $23m in earned media and provided a fantastic tool for families and patients to help them remember life.