World Alzheimer’s Day with the Pasqual Maragall Foundation: giving a voice to caregivers

To mark World Alzheimer’s Day, we collaborated with the Pasqual Maragall Foundation on a campaign that highlights the importance of caregivers, an essential group whose work remains largely invisible in public debate and receives insufficient institutional support.

The creative starting point was clear: to highlight the physical, emotional, and social burden they bear on a daily basis and to defend their rights. To this end, our team designed an audiovisual piece featuring real testimonials that authentically and intimately conveyed the experience of those who care for family members with Alzheimer’s.

One of the central testimonials was that of Mónica Solé, a daughter and caregiver, who shared her daily life with complete honesty: “Caring for a person with dementia is an experience in which one feels very alone. There should be much more support at the social level. Over the course of a year, with a person with Alzheimer’s, many things happen, and that is why it is essential to have much closer and more constant support.”

The creative process was based on data from the “Cuidar Mejor” study, which reveals that 67% of professional caregivers do not have specific training in Alzheimer’s, while almost 90% would like to receive it, and that families take on up to 80% of the care, with an average of 70 hours per week. These insights allowed us to combine storytelling with informative rigor, providing a complete and honest view of the reality of caregivers in Spain.

The campaign not only sought to raise awareness, but also to generate a tangible impact: it was presented at a press conference with extensive media coverage, from national and regional television to radio and print media, ensuring that the message reached a wide and diverse audience.

With creativity, sensitivity, and strategy, we managed to give visibility to a group that is often overlooked , helping communication to have a clear social purpose: to recognize caregivers, highlight their needs, and emphasize the importance of research as the only path to a future without Alzheimer’s.