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 to generate funding for future educational projects aimed at creating meaningful change.
Insights and execution
Many assume they’ll never be affected by dementia, fostering a sense of detachment. However, dementia can impact anyone, making it crucial to support organisations like ADASA. To address this, we launched ‘A Moment to Forget’, a campaign designed to briefly confuse audiences and simulate the uncertainty that dementia sufferers experience.
Using platforms like SMS, email, and social media, along with influencers, the campaign aimed to spark brief moments of doubt in people’s thinking and memory:
“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.”
The campaign also included radio ads designed to mimic typical advertisements. Starting normally, the ads introduced slight 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.”
By replicating the daily challenges faced by those with Alzheimer’s, the campaign fostered empathy and raised awareness, inviting audiences to connect with the cause on a deeper level.
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