To mark World Alzheimer’s Day<\/b>, we collaborated with the Pasqual Maragall Foundation<\/b> 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.<\/p>\n
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.<\/b> To this end, our team designed an audiovisual piece featuring real testimonials<\/b> that authentically and intimately conveyed the experience of those who care for family members with Alzheimer’s.<\/p>\n
One of the central testimonials was that of M\u00f3nica Sol\u00e9<\/b>, 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.”<\/em><\/p>\n The creative process was based on data from the \u201cCuidar Mejor\u201d<\/b> study, which reveals that 67% of professional caregivers do not have specific training in Alzheimer’s<\/b>, while almost 90% would like to receive it<\/b>, 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.<\/p>\n 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, <\/em> from national and regional television to radio and print media, ensuring that the message reached a wide and diverse audience.<\/p>\n With creativity, sensitivity, and strategy, we managed to give visibility to a group that is often overlooked <\/b>, helping communication to have a clear social purpose: to recognize caregivers, highlight their needs, and emphasize the importance of research <\/b> as the only path to a future without Alzheimer’s.<\/p>\n