Case Study: Facebook app gives users a taste of Alzheimer's Disease

Background
Launched at the end of last year on Facebook and Twitter, the campaign features an app that gives netizens a brief experience of the effects of Alzheimer's, a brain illness that erodes mental abilities. The app will run until the end of February.

Aim
The app aims to help people understand the situation Alzheimer's patients are experiencing by demonstrating real-time identity and memory loss felt by these patients. Eventually, the campaign hopes to lead to early intervention for diagnosis and integrated care in the country.

Execution
The app was designed to get into ‘the head’ of a person with Alzheimer's to highlight the gradual memory loss they suffer. When users launch the app they witness their Facebook content being slowly ‘erased’ starting from the wall posts to friends list, personal profile and, lastly, the photos.

Result
In the initial phase of the campaign launch, the app saw downloads from 46 countries, led by social media users from India, the US, and Spain. However, in the past week, Singapore has emerged tops in the country rankings. The association reports that it is witnessing increased awareness among Singaporeans.

Credit
Agency Grey Singapore/ Yolk
Account service Carryn Francis
Chief creative officer Ali Shabaz
Copywriter Dunstan Lee
Art director Tan Zi Wei, Deng Yingzhi
Senior interactive designers Sudhir Pasumarty, Adrian Tee
Chief technology officer Adrian Lee
Social media executive Stephanie Chua
Project manager Kester Poh