Research has shown that reading can slow the progress of Alzheimers at least in its initial stages. So DDB Brussels came up with a project called Simplified Stories-- books and novels rewritten for people with dementia. They've shortened complex sentences, ended each page with a one sentence summary, limited pronouns and gave each chapter a color. This not only creates awareness about Alzheimers but also creates something that will hopefully help slow it down. The first book, now available, is a biography of musician, singer, and rapper, Stromae. I suspect that will do more for the awareness audience because I'm not certain I lot of elderly people would know who he is, dementia or otherwise. I could be wrong though. Either way, great idea. Would love to hear about its effectiveness, too.
Client: The Flemish Alzheimer League
Agency: DDB Brussels