Paris - A press campaign for France Alzheimer by Saatchi & Saatchi Paris has been awarded the Grand Prix de la Communication Solidaire 2008 at the annual event organised by non-profit association Communication Sans Frontières. The awards were held earlier this week at the Publicis Cinema in Paris.
The campaign, which also won a Gold award, was created by Saatchi & Saatchi to mark Alzheimer's election as France's 'National Great Cause' in 2007, with the aim of heightening public awareness of a disease, often underestimated, which affects almost one million people in France.
For this purpose the agency based the campaign on a very simple but striking insight: people suffering from Alzheimer's are unable to access their memories. Indeed, memory loss is probably the most obvious symptom of Alzheimer's disease. And when you lose your memories you lose your whole life, everything which makes your existence so unique.
Three visuals were produced by the famous photographer Yann Le Pape. They represent photos - portraits or wedding photos - locked behind chains or wire fences to highlight how impossible it is for Alzheimer's patients to remember even the biggest moments of their lives.
In supporting France Alzheimer, Saatchi & Saatchi Paris demonstrates its desire to accompany and help fight the daily battles of Great Causes.