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.