|Title||THE EYES OF ALZHEIMER'S|
|Product / Service||ALZHEIMER'S INDONESIA|
|Category||B03. Social for Mobile|
|Entrant||MIRUM AGENCY Jakarta, INDONESIA|
|Idea Creation||MIRUM AGENCY Jakarta, INDONESIA|
|Media Placement||MIRUM AGENCY Jakarta, INDONESIA|
|Production||MIRUM AGENCY Jakarta, INDONESIA|
|Hendry Wibisono||Mirum Jakarta||Associate Creative Director|
|Intan Wangge||Mirum Jakarta||Group Head|
|Caroline Purnawan||Mirum Jakarta||Creative Officer|
|Pandu Attahiyyat||Mirum Jakarta||Producer|
|Isabella Wiranata||Mirum Jakarta||Producer|
|Elysse Sinsilia||Mirum Jakarta||VP of Operations|
|Mangesti Nugraheni||Mirum Jakarta||KOL Management|
With The Eyes of Alzheimer’s, we showed Alzheimer’s patients’ unusual behaviours from their own point-of-view. We collaborated with an Indonesian celebrity, who is a grandson of an Alzheimer’s patient, to show how his grandfather sees the world everyday. For one whole day, he acted as if he is an Alzheimer’s patient and shared his experience on his Instagram Stories. His massive followers reacted negatively at first, calling him crazy, stupid, and other name-calling, but when he revealed the truth at the end of his Stories, everyone had a change of heart. They became aware of Alzheimer’s and sympathised with the patients.
The campaign ran in just 24 hours in @keenanpearce's Instagram account with more than 700K followers. During the course of the day, he shared several videos of him doing unusual behaviours, such as difficulty of walking & talking, throwing money away, and smelling cat’s feces. At the end of the day, he revealed that he had been borrowing his grandfather’s eyes who suffered from Alzheimer’s and ask his followers to bring their senior family members to get an early detection.
Received hundreds of positive engagement in one day only Drive Alzheimer’s Indonesia (ALZI) awareness with 8% click through rate, 8000 unique visitors, and double ALZI’s social media followers The campaign was able to change the viewer’s minds about Alzheimer’s in under 2 minutes
Indonesia is one of Instagram Stories largest users, whether as content producers or as viewers. Sharing everyday’s moment through Instagram Stories has become a part of Indonesia’s culture, especially for its young generation, prompted by the nature of the social media feature itself that is only available for 24 hours. For Alzheimer’s Indonesia (ALZI), this is an opportunity to “invite” Indonesian youngsters to Alzheimer’s patients lives and normalise them. To create a bigger impact, we got a celebrity, who is big on Instagram and regularly updates his Instagram Stories, to join us pro bono. We then created a story plan based on his grandfather and other ALZI members’ real experiences.