Ogilvy launches "Lost Timeline" viral Alzheimer’s disease awareness campaign

18 September, 2012


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BRUSSELS — Ogilvy Group Belgium, a part of Ogilvy & Mather Group (O&M) and Alzheimer’s Disease International (ADI) have partnered on the occasion of World Alzheimer’s Day 2012 to draw attention to the 36 million people living with Alzheimer’s disease and dementia around the world. On this World Alzheimer’s Day, the 955 million people on Facebook can experience what it is like to lose their memories due to dementia, just for one day.

Centered around the world’s most popular social media platform, Facebook, Ogilvy has created a unique way to bring awareness to dementia, a disease that affects 36 million people worldwide. By downloading a browser application, people are able to visually experience what it is like for those millions of people who are losing their memories every day. The application lies dormant until 21 September, World Alzheimer’s Day, at which point it activates and temporarily fades out a user’s Facebook Timeline (invisible only to them and others using the application). On 22 September everything returns to normal.

Ogilvy Group Belgium CEO Koen Van Impe said, “We felt this was a great opportunity to meld our passion for creative innovation and a good cause that affects far too many families – Alzheimer’s and dementia. Using the viral nature of social media we hope that this message spreads far and wide on World Alzheimer’s Day.”

For people who take part in this campaign, their Timeline will go back to normal on the 22nd. For the millions who are affected by the disease and their families, lost memories are the reality every day.

“Ogilvy’s motto is sell or else, and selling an idea can be just as important as selling a product,” said Sam De Win, Creative Director at Ogilvy in Brussels. “Our inspiration was the marriage of an insight about Facebook’s Timeline feature and the desire to do good. We hope that our idea brings greater attention to the challenges facing people with Alzheimer’s and dementia and gets conversations started.”

People can join in by visiting www.alzheimersday2012.org, download the app and share with friends on Facebook, Google+ and Twitter. To learn more about the work of Alzheimer’s Disease International and national associations visit www.alz.co.uk.  

Site : http://www.AlzheimersDay2012.org  
Video : http://bit.ly/VideoAlzheimersday2012  


About Ogilvy & Mather
Ogilvy & Mather is one of the largest marketing communications companies in the world. In 2012, O&M was named Cannes Lions Network of the Year and Most Effective Agency Network by the Effies Global Effectiveness Index. The company is comprised of industry leading units in all of the following disciplines: advertising; public relations and public affairs; branding and identity; shopper and retail marketing; healthcare communications; direct, digital, promotion and relationship marketing; consulting, research and analytics capabilities; branded content and entertainment; and specialist communications. O&M services Fortune Global 500 companies as well as local businesses through its network of more than 450 offices in 120 countries. It is a WPP company (NASDAQ: WPPGY). For more information, visit www.ogilvy.com, or follow us on Twitter at @OgilvyWW and on Facebook.com/Ogilvy.

Contact
Barbara Malengreaux
barbara.malengreaux@ogilvy.com  
+32 2 545 6548

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