What the brand needed
According to the World Health Organization (WHO), over 55 million people worldwide have dementia, with more than 60% living in low- and middle-income countries. Nearly 10 million new cases are diagnosed each year.
Clockwork partnered with the Association for Dementia and Alzheimer’s South Africa (ADASA) to highlight the impact of dementia and Alzheimer’s, as well as the importance of supporting caregivers. The goal was to raise awareness of ADASA’s work and generate funding for future educational projects aimed at creating meaningful change.
Insights and execution
Dementia can affect anyone, making it crucial to support organisations like ADASA. To address this, we partnered with Jacaranda FM to create a campaign designed to spark self-doubt and, just for a moment, help listeners understand what it is like to live with Alzheimer’s and dementia.
The campaign mimicked typical radio spots but introduced vagueness or incongruity, subtly unsettling listeners. This created a moment of second-guessing, followed by a clear message:
“If you second-guessed yourself for a moment, that’s what those with dementia feel every day.”
This was supported by an email and SMS campaign:
“Hi, Jared. Thank you for your monthly donation of R300 to ADASA. Your donation helps us provide essential care for dementia sufferers. Never made a donation? Did you feel lost for a moment? Imagine living like that every day. Click the link to donate for real – they need your help.”
By placing these moments of uncertainty in a familiar context, the campaign provided a powerful metaphor for the daily challenges faced by those with Alzheimer’s. This approach evoked empathy and raised awareness, inviting audiences to connect with the cause on a deeper level.
Milk
Mobile Banking
Running
Snooze
Sundays
We Buy Coins
Zanzibar
The results
With targeted digital strategies, compelling content and strategic media partnerships, the ADASA campaign drove impactful awareness and engagement. The initiative successfully increased access to essential resources and strengthened the message through both social and traditional media.
increase in web traffic to ADASA’s resources within the campaign period.
rise in enquiries for early screening services.
average engagement rate on social media posts, surpassing industry benchmarks.
additional free radio spots aired on Bok Radio, expanding campaign reach.
added media value from Bok Radio, which voluntarily ran the campaign across radio and social media.
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