Gold award for Print/Out-of-Home Campaign of the Year
Agency/Firm: Area 23, an IPG Health Company
Health advertising agency Area 23 launched a print, video, billboard, audio and video campaign in January 2022 to help Brazilian medical school UFCSPA promote bAIgrapher, the first scalable, interpersonal reminiscence therapy for people with Alzheimer’s disease.
Healthcare Marketing Impact AwardsMeet the 2023 winners.
Reminiscence therapy uses written and oral life histories from those suffering from the disease to stimulate their memories and improve cognitive function. Although the tool has proven to improve the quality of life for people with Alzheimer’s disease, reminiscence therapy requires active participation from not only the patient, but their families to contribute stories and background about the individual’s life. That can be a heavy lift for the patient and their families.
Through print, video and audio media, Area 23 created a vibrant campaign to demonstrate how bAIgrapher taps generative artificial intelligence to stimulate memories in Alzheimer’s patients. The platform collects stories from patients and loved ones, then recreates personal biographies to connect them to their past. The video captured patients in their homes recording memories, either by recording their stories or writing them in a smartphone app. They are then seen interacting with loved ones as they share the stories. Print ads included a step-by-step tutorial on how patients record their stories and reproduce them for either a book or an audiobook.
The campaign created by health advertising agency Area 23 won the gold award for Print/Out-of-Home Campaign of the Year for providers/insurers.
UFCSPA is Brazil’s top medical school and plans to use bAIgrapher as part of its treatment protocol. It says the campaign, which ran until the end of June 2023, will help it promote the platform to patients and their families and could help it extend the tools to affiliated medical schools in the United States.