Music for memory cards

We created cards with a music chip that plays music from the past and activates memories of people who suffer from Alzheimer’s disease: Music for Memory Cards. They gave patients a moment of comfort and raised money for the Alzheimer Foundation.

Because of the very limited budget we had to work with, we opted for aiming for fame and put (most of) our money on PR. We launched with a PR film during Alzheimer Awareness week. It showcased 3 patients and their favourite music from the past. It shows the impact that the Music for Memory Cards have. With the (pro bono!) help of influencers that have loved ones who suffer from Alzheimer’s disease, we managed to raise extra awareness.

In the Greetz webshop people can choose their unique card. They can choose from cards for different occasions like birthdays or choose the customise option and add a photo. After that they can choose the favourite track of the patient and add a personal message.

Within the first week after the launch, 1100 cards were delivered, raising money for Alzheimer’s research. And not in the last place: creating a moment of comfort for people who suffer from the disease.

The cards now have a permanent place in the webshop, so the project will keep yielding results.

Music has the power to unlock the memories of people who suffer from Alzheimer’s disease. Based on this phenomenon, we created a specially designed series of postcards with a music chip that plays music from the past and activates patients’ memories: the Music for Memory Card. It generated buzz/awareness and collected money for Alzheimer’s disease research.

Together with Stichting Alzheimer Nederland (Alzheimer’s Foundation Netherlands) and families/friends of people who suffer from the disease, we created a playlist with a range of tracks from the past to choose from. Family/friends could select the favourite track of their father, mother or friend and add a personal message to the card, to let patients enjoy a moment that brings back good memories.

5 euros of every card sold goes to Alzheimer’s disease research. The cards now have a permanent place in the Greetz web shop and people can use them for any occasion, helping the Alzheimer’s foundation, the patients and their loved ones.

Stichting Alzheimer Nederland (Alzheimer’s Foundation Netherlands) funds research into Alzheimer’s disease and aims to improve the lives of people who suffer from the disease. The standard way of raising funds for the foundation (make people sign up for a monthly or yearly contribution) gets harder and harder. Therefore it asked agency to develop a campaign for fundraising that would stand out amongst charity fundraising campaigns.

Jury Feedback

ADVERTISING – MEDIA / NOMINATION

Shows the ability to deliver a great collaboration and partnership. New ways for fundraising, which is interesting. It built on an insight which is relevant and has longevity. But the idea is not big enough.