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.