The Alzheimers foundation
Memorialized
Young Lions Sweden 2023
Recognition: Cannes Young Lions Sweden shortlist, 2023
Brief: Create a PR campaign that will strive for increased awareness and create/strengthen the relationship with the organization's target groups.
Problem: The Alzheimer's Foundation competes with many other organizations, and unfortunately is not talked about as often as other diseases and charities. As a result, they get forgotten when people donate money.
Insight: Losing important memories is one of the biggest fears among people who receive an Alzheimer's diagnosis. Memories that you have carried with you all your life can now fade away. At the same time, tattoos are strongly related to memories, and they last forever.
Solution: We make sure that the most precious memories become permanent. We create the tattoo studio Memorialized.
A pop-up tattoo studio where you don't perpetuate your own memories, but someone else's. Someone whose memory would otherwise be lost.
We ask 500 people who have recently been diagnosed with Alzheimer's what memory they are most afraid of losing. Next, we let a handful of famous tattoo artists illustrate these memories, which will later become tattoos.
Next, we let tattoo artists and a handful of cultural figures, whose tattoos are an important part of their identity, each receive a tattoo from the collection of illustrations. They then create posts on their social media channels telling people about the campaign and that anyone can come and get a memorial tattooed at our pop-up tattoo studio during International Alzheimer's Day, September 21st.
Once the day has come, we open the tattoo studio. All proceeds go directly to the Alzheimer's Foundation.
When the day is over, the memories that have not yet been tattooed will be available for purchase on the campaign page, so that they too can be tattooed at a later stage.
