ANA. Alzheimer’s National Association
ANA is a project that gives me goosebumps every time I think about it. I had the fantastic opportunity to meet Neurologists and Neurosurgeons that helped to create this association. I gained insight into the struggles they experience when explaining the need for Alzheimer's treatment to the public.
The idea for the campaign was obvious: take action now before it's all gone. I used a visual approach to explain this concept, creating graphic content individuals could relate to.
Fading away.
The advertising campaign made use of older faded black and white pictures, which were almost unrecognizable.
This concept was also applied to the bus stop backlights, only replacing the images with the word Alzheimer's in old movie-style graphics.
The YouTube/TV commercial used a similar theme, with disappearing pictures to portray the message.
Exercising the brain.
During this process, I also created an app to help exercise brain activity. The ANA app allows individuals to play games, puzzles, crosswords, and memory challenges of various levels. It lets you keep track of how many hours you exercise your brain and helps to slow down memory loss.
PIPO. Technology That Helps Bring Families Together.
It’s Family Time Again.
PIPO is another app I created with the purpose of brain stimulation and supporting memory loss. This was very personal to me; being named after my father-in-law's nickname is based on his struggle to remember family members' names. It is common for Alzheimer's patients to mistake or forget family members' names, which can result in stress and frustration. The app helps them to remember who is who, their home, and even the name of the family’s pet.
I used the creative concept in all support materials, magazine ads for medical publications, and brochures explaining the importance of early detection and treatment. Since this project started, we have more than 45 Neurologists participating in the program in the city of São Paulo.