Most people think that memory loss, one of the main symptoms of Alzheimer’s disease, only affects the elderly. But the sad truth is that there are over 40,000 people living with dementia in the UK that are under the age of 65. This begged the question: How do we educate young people about the fact that memory loss can affect anyone at any time? And we set out to answer it, by working with the charity Alzheimer’s Research UK.
A thought occurred to us. These days, whenever people struggle to remember something, they turn to their phones. What if we made their phones forgetful? And what’s the app with the most amazing memory? The one that can recognize almost any song ever written – Shazam. So, to connect with a younger audience and educate them about the effects of Alzheimer’s, we partnered with Shazam and for one day only, made the app behave like it was suffering from this debilitating disease – forgetting even the most popular songs. We did this through a series of in-app ads that mimicked the look and feel of Shazam when it’s “listening” to a song, but with messaging that made it seem like the app couldn’t place the song titles. At the end of each ad, users could tap through to a donation page to help the good cause.
In just a few hours, the campaign generated over 2 million impressions, and over 5,000 visitors to the Alzheimer’s Research UK donation page. Music to our ears.
- +2 million
Alzheimer’s Research UK – Shazam
Most people think that memory loss, one of the main symptoms of Alzheimer’s disease, only affects the elderly. But the sad truth is that there are over 40,000 people living with dementia in the UK that are under the age of 65.