Why is this work relevant for PR?

This work is more than just a campaign for awareness of Alzheimer’s disease. It’s a tool to fight it. We need to let elderly reach this tool as much as possible with a tiny budget. To do this we need to engage social communities, besides traditional media, to help spread this tool.

Background

Nowadays, thanks to most awareness campaigns which help promote this issue; Alzheimer’s disease is already known widely in Thailand. However, the number of people suffering from Alzheimer’s is still rising by 30,000 per year. Therefore, with limited budget, instead of creating just another awareness campaign, our objective is to create a tool to slow down this symptom.

Describe the creative idea (20% of vote)

In Thailand, singing is one of the elderly’s favorite activities. Many would meet up regularly to sing together. The Alzheimer Foundation of Thailand sees the possibility to enhance the elderly’s favorite activity into a powerful tool for them to fight Alzheimer’s. We have then created MEMO_o_ke: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s.

Describe the strategy (30% of vote)

In Thailand, singing is one of the elderly’s favorite activities. Many would meet up regularly to sing together. Many studies show that singing can also help stimulate memory among senior citizens. Also, according to a study by Alzheimer’s Association: ‘Music can enrich the lives of people with Alzheimer’s disease, even after dementia has progressed.’ The Alzheimer Foundation of Thailand sees the possibility to enhance the elderly’s favorite activity into a powerful tool for them to fight Alzheimer’s. We have then created MEMO_o_ke: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s. To reach as many elders as possible, we then created MEMO_o_ke Youtube Channel, since it’s one of the most popular channel and easily use for Thailand’s elderly.

Describe the execution (20% of vote)

We partnerd with Metro Records, who own copyrights of songs that elderly love, to created ‘MEMO_o_ke’: karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s. Since Thailand’s elderly love to share useful and/or entertaining contents to their family and friends. We then created MEMO_o_ke Youtube Channel for those songs to reach nationwide more easily. We chose World Alzheimer’s Day to launch the campaign nationally through TV, LED billboard, online influerncers and KOLs to create mass awareness and encourage elderly to MEMO_o_ke Youtube Channel We also collaborated with both private and government organizations to create an activities, since we knew that Thai’s elderly love singing and sharing it through their social channels. Finally, ‘MEMO_o_ke’ is permanently incorporated in one of the well known department stores in Thailand.

List the results (30% of vote) – must include at least two of the following tiers:

Launched on World Alzheimer’s Day, MEMO_o_ke received more attention than expected. Even though we had a limited budget, this campaign raised PR Value and media to 20+ million baht worth. Furthermore, many organizations, both private and government, collaborated with us to hold an activity inviting elderly to sing MEMO_o_ke. Zpell, a well-known shopping mall in Thailand, even permanently put MEMO_o_ke into ‘SENIOR ZMART’ their recreational zone.