Background

Thailand is one of the fastest-aging countries in the world. The number of people aged 60 and over in Thailand now stands at about 13 million, accounting for 20% of the population. As the society gets older, more Thais are falling victim to dementia. There are more than 500,000 Thais suffering from dementia and it is expected to increase to over 1 million by 2030. The Alzheimer Foundation of Thailand wanted to raise awareness towards dementia and prevent Thais to suffer from losing memories.

Describe the strategy

Transform and Sneaking in the elderly daily life moment. LINE application is the No. 1 chat application used by Thai elderly with over 5.8 million users. The most often sent messages among elderly is “Hello Monday” image. “Hello Monday” is a greeting photo that elderly love to send to friends via LINE application as a token of thoughtfulness, care and other positive feelings. The strategy was to transform and sneak in this target habit to raise awareness and prevent elderly to suffer from losing memories. According to the World Health Organization, brain-training games are one way to reduce the risk of dementia. We transformed the traditional “Hello Monday” greeting photo often sent by the elderly via LINE application as a morning routine message into multiple brain-training games to help prevent elderly to suffer from losing memories.

Describe the execution

From a boring traditional Monday routine to a happy new Brain Exercise. The campaign was called “Hello, Good Brain”. The “Hello, Good Brain” is a set of beautiful photos with greeting messages that come with multiple brain-training games such as photo hunt, calculation game, matching game, fill in the blank game etc. These games were developed together with experts from Alzheimer Foundation of Thailand. The activity and “Hello, Good Brain” LINE official was promoted at the event titled “Creation of Thai society to stay away from Alzheimer’s” co-organized by the Thailand Centre of Excellence for Life Sciences and the Alzheimer Foundation of Thailand. It was also featured in “Green Head Morning News on Thairath TV” and “Coffee Break” on FM 96.5 and FM 100.5 MCOT radio stations.

List the results

From the flower image greeting photo which seems annoying and useless, “Hello, Good Brain” has created magic, transforming the boring “Hello Monday” to something that helps reduce and slow down dementia among the elderly. This also help created social awareness about dementia. Within 3 weeks, there were 2,325 users who registered as a member for “Hello, Good Brain” on LINE official account. More than 52,625 interactions were made over the course of 9 months. These 300 images from the set are still being shared by the elderly to the online world even today, painting smiles on the elderly’s faces and filling their hearts with happiness.