Forgotten News

Creative idea

In Ukraine, over 500,000 people live with dementia. However, according to the Public Health Centre of the Ministry of Health, up to 94% of cases remain undiagnosed and there is no national strategy to support people with dementia. We launched a national awareness campaign “Forgotten News.” The idea was simple: for a person with dementia the past often feels like a present. That’s why we brought back real news stories from 5, 10, even 15 years ago and aired them again. We created a series of news segments based on major events from recent years, each resonating with different audiences.

Brand name: Nezabutni Foundation
Advertiser / client: Nezabutni Foundation
Product / service: Advocacy
Campaign name: Forgotten News
Agency network: Leo
Agency: Publicis Ukraine, Kyiv
Agency chief executive officer: Olena Sukhanova
Chief creative officer: Kosta Schneider
Art director: Bohdan Strilchyk
Copywriter: Anastasiia Bardakova
Account director (agency): Marta Kalynets
Client account director: Tatiana Panchenko