Today about 30 million people worldwide suffer from Alzheimer’s disease - and with them their family and friends.
Research into the disease and finding a treatment that stops or reverses the progression of the disease is of great importance and one of the goals of the French Foundation for Medical Research.
To increase awareness of Alzheimer’s and to incite donations the creative advertising agency CLM BBDO and the French Foundation for Medical Research came up with an original idea.
They tracked down the owners of photo film who had put never picked up their photos from the lab once they had been developed. In a documentary film they handed over the photos in the pace they were taken and asked the owners to tell the story of what they photos reminded them of and what they were doing at the time. These stories were recorded and posted on line at I-remember.fr
On the site users can upload their own photos and enter a short description of it. These are automatically indexed with a linguistic web service from Xerox Research Centre Europe which extracts keyword from the description to index them and make it easy for users to search the sire. The twist is that, just Alzheimer’s disease, the less the site is used the more quickly it starts to disappear, just like human memories. To keep it alive it needs people to continuously upload their photos and memories!
By highlighting the pleasure of having memories, the campaign hopes to encourage donations to finance further research into finding a cure for this terrible disease.