In order to recognize September 21st as World Alzheimer's Day, Starcom Mediavest collaborated with Good Health Arabia to create a Snapchat campaign.
The social media campaign is aimed at generating awareness within the UAE for the disease, simulating the way memories are so easily lost with the ephemeral properties of Snapchat. Each day of the #MemoriesMatter campaign, three stories are shared through the broadcast of special family photos. These images were followed by messages that read: "Alzheimer's Erases Your Memories, Let’s Erase Alzheimers," to further emphasize the parallels between the social network and the disease.
Considering that Alzheimer's is something that youth rarely take the time to think about, unless they know someone who is directly affected by it, this campaign is a powerful tool to increase awareness in Millennials.
Ephemeral Alzheimer's Ads
This Alzheimer's Day Campaign Simulates Lost Memories with Snapchat
Trend Themes
1. Digital Awareness Campaigns - This Snapchat campaign demonstrates the potential for using digital platforms to promote social causes and increase awareness.
2. Ephemeral Marketing - The use of Snapchat's ephemeral nature in this campaign highlights the potential for creating impactful and memorable marketing experiences.
3. Youth Engagement in Health Topics - This campaign shows the importance of engaging younger generations in discussions about health issues such as Alzheimer's.
Industry Implications
1. Social Media Advertising - This campaign suggests new opportunities for social media platforms to collaborate with organizations in creating impactful awareness campaigns.
2. Healthcare and Nonprofit - The success of this campaign opens up possibilities for healthcare and nonprofit organizations to leverage digital platforms for advocacy and awareness.
3. Marketing and Advertising - The use of Snapchat in this campaign presents disruptive opportunities for marketers and advertisers to connect with younger audiences by leveraging ephemeral marketing techniques.