|Brand||NIGHTINGALES MEDICAL TRUST|
|Product / Service||MEMORABLES|
|Category||E01. Direct to Patient|
|Entrant||McCANN INDIA Mumbai, INDIA|
|Idea Creation||McCANN INDIA Mumbai, INDIA|
|Prasoon Joshi||McCann Worldgroup India||Creative Leadership|
|Ashish Chakravarthy||McCann Worldgroup India||Creative Leadership|
|Kapil Batra||McCann Worldgroup India||Creative Leadership, Copywriter|
|Subhashish Dutta||McCann Worldgroup India||Creative Leadership, Art Direction|
|Ashish Nath||Mccann Worldgroup India||Copywriter|
|Nikhil Mehra||McCann Worldgroup India||Copywriter|
|Pallavi Kumar||McCann Worldgroup India||Copywriter|
|Yugal Kishore Sharma||McCann Worldgroup India||Art Director|
|Kanika C||McCann Worldgroup India||Account Management|
|Anupam Chauhan||McCann Worldgroup India||Account Management|
|Jeet Kalra||Mccann Worldgroup India||Agency Producer|
|Nishit Mohan||McCann Worldgroup India||Production Management|
|Karan Sharma||McCann Worldgroup India||Editing|
|Soham Rawal||Collective Art Pvt Ltd||Film Direction|
|Ajay Pathak||Collective Art Pvt Ltd||Production|
‘Memorables’ is a set of customized tools developed by Nightingales Medical Trust, Dementia care. An organisation that is constantly working to ensure dementia patients lead a better life. The concept of introducing personalized tools to give dementia patients an experience they would like, is a proof of their in-depth knowledge and understanding of dementia. ‘Memorables’ tools ensure better engagement because they are based on memories that a patient fondly remembers. This and help patients keep their minds active. Which can help delay the progression.
Games and puzzles can help slow down the memory loss. But they are mostly made for kids, so the elderly disengage. Dementia patients might forget recent memories but they remember things from the past. This insight lead to personalized tools based on each patient’s fond memories. Thus ensuring better engagement.
Nightingales Dementia Care’s objective is to give a better life to people with dementia and their caregivers. And keeping a dementia patient’s mind active can go a long way in achieving this. While there are ways and means to help them train their brain, they come with their own share of challenges as far as patient engagement goes. So, the task was to come up with solutions that will help ensure better engagement.
Persons with dementia are able to recall things from many years ago rather than recent memories. So, these fond memories became our tool to help delay the memory loss in the patients.
Based on this understanding, we gathered information by talking to patients and their caregivers. And we got to know the events, people, hobbies and other milestones from their lives that they fondly remember even now and are most interested in.
We turned these fond memories into mind-stimulating tools called ‘Memorables’. Personalized for every patient, each set of ‘Memorables’ contains games, puzzles and other tools that help in better engagement.
Engagement rate with Memorables is 10 times more than the usual ones. The medical fraternity is also optimistic about these tools. Memorables became a topic of conversation in various dementia caregiver support groups, and health shows. 98% caregivers found this tool effective. 65% caregivers have already reordered their next set of Memorables.