Cossette and FQSA Present: "Loved Ones Forget Themselves Too"

Apr. 23, 2021

In this campaign, the FQSA’s goal is to familiarize the caregivers with the services and programs intended for them, as opposed to those offered for patients. The objective is to acknowledge the huge impact of the disease on caregivers’ lives as well as provide help. 

The Alzheimer disease isolates over 153 000 Quebecers and it is estimated that, by 2031, the number of Quebecers diagnosed with a neurocognitive disorder will increase by 70%.

With the tagline: loved ones forget themselves too, the Alzheimer's Society wanted to remind caregivers that help is available to them.

Richard Rochette-Villeneuve, Creative Director at Cossette, says:

“There are a lot of excellent campaigns around Alzheimer's disease around the world. However, very few of them have approached it from a caregiver’s perspective. We chose to focus on the most well-known symptom of the disease, memory loss, and transpose it to loved ones. This distinctive approach not only highlights the impact on everyone who is touched by the disease but is also unfortunately very true.”

 

The integrated campaign is in market from March 2 to April 30, 2021 and includes a 30s regional TV spot, print, as well as digital and paid content on social media.