View all four videos on OnMemory.ca’s YouTube Channel.
Challenge
Alzheimer’s disease is a fatal illness. Currently, there is no known cure for the disease. There are, however, treatments that can help alleviate some of its symptoms, so people can live life on their own terms. In general, these treatments tend to work best when started at the early stage of the disease. Yet despite its impact on an aging population in Canada, caregivers and patients continue to have suboptimal awareness of Alzheimer’s symptoms and treatment options, and the importance obtaining an early diagnosis plays in the quality of life.
Pfizer’s awareness and educational website, www.onmemory.ca carries a test on memory that helps people assess if they or a loved one might have Alzheimer’s disease and encourages them to talk to a doctor depending on the results. Pfizer asked Thornley Fallis to develop a program that would drive Canadians to the online test and increase awareness of the fact that the sooner the warning signs are recognized, the sooner people can get the help they need.
Solution
Thornley Fallis recommended the use of video, to show the complex emotions so many families (caregivers and patients) are dealing with. The videos would aim to educate the public about disease symptoms and treatment options, and mobilize and empower caregivers and patients take the test and to seek diagnosis and treatment. These videos would live on YouTube, but also on www.onmemory.ca.
The videos would feature Canadians affected by Alzheimer’s disease including: The Patient: The daily struggle through the eyes of a patient in the early stages of Alzheimer’s disease; and The Caregiver: Living with the questions, “how can I do this on my own?” and “what options do caregivers have?”
Approach
A total of five videos have been created to date including one in French. The stories have been uploaded to YouTube which acts as host, but also embedded on www.onmemory.ca
.Each video captures a unique perspective. Viewers can experience what it felt like for Jim to be diagnosed with Alzheimer’s disease at just 58 years old. Sandra shares the conflict with her own mother before they had a proper diagnosis. Jane relives her father’s denial while Maité talks about feeling alone when only she saw the symptoms in her husband. And Sybil tells the tale of her close friend.
In all cases the subjects discuss how the Alzheimer’s diagnosis has allowed them to fight the progression of the disease and get themselves or their family members, the help they needed.
Results
So far, without any promotion, the videos have received thousands of views and approximately 420 hours of engagement. But the true success of the program so far, has been measured by the client in terms of awareness, and reaction to the content. Our target audience has been thrilled, and emotionally touched by the series. Sandra wrote this: “Thank you. I love what you did with the video, I love the way photos were inserted, and the key messages pointed out. I hope it helps others as they travel the same journey.”
And from our client: “The videos have made quite an impression throughout Pfizer. They have been presented globally and are being treated as a best practice, not only as an effective tool for messaging of their brands but also with how TFC worked with their partners and the Alzheimer’s Society.”
