A recent video released on World Alzheimer’s Day under the campaign ‘I Remember,’ has been making waves across social media platforms and WhatsApp groups. It delves into the emotional world of those living with Alzheimer’s and how music plays a significant role in their lives.
This video made for Alkem Labs by MediaMedic Communications, beautifully captures the essence of Alzheimer’s journey through a poignant story. In this video, an elderly person with Alzheimer’s expresses his wish to dedicate a song on the radio to a loved one. However, when the radio host asks for his name, he struggles to remember it. This moving moment serves as a powerful metaphor for the daily challenges faced by those living with Alzheimer’s and the poignant memories, they often lose touch with.
Deepak Paliwal, Associate Vice-President, Alkem Laboratories Ltd said “We have been raising awareness about Dementia and Alzheimer’s for the past decade with the masses at large. Awareness shall help to improve timely diagnosis and clinical intervention by specialists. We have conducted multiple camps across India and also organized walkathons with Patients, Caregivers, and Doctors to raise awareness. We have used Digital media very powerfully, our active social media community built over the years is probably the largest, not just in India but maybe the world. We have also created a mobile app – DonApp, especially for caregivers so that they can keep track of the patients, which is a big challenge in this condition.”
Conceptualised and created by Mediamedic Communications (part of the GHMC group), this video had a massive impact on raising awareness and fostering empathy in the broader context of Alzheimer’s awareness. Dinesh Chindarkar, Co-Founder & Director, MediaMedic Communications said, “It has been a long association for us with the brand. In our discussion around World Alzheimer’s Day, the team came up with the thought of connecting old Bollywood classics with the health condition. The whole generation in their 60’s & above, has been a witness to classic radio programs. Frequent forgetfulness is one of the early signs of Dementia and we wanted to bring that out through this short narrative, so that consumers can empathise with the condition.”
The campaign ‘I Remember’ is an initiative of Alkem Labs who run a social media community page ‘Dementia & Alzheimer’s Community of India’ to help spread awareness of the condition. This campaign beautifully encapsulates the theme of Alzheimer’s Awareness Month and brings out the importance empathising with people and families dealing with this condition.
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(This information is published from a press release.)
