SHOWCASE

Forgotten News

Entry code: 1702001GD25
Agency: Publicis Ukraine, Kyiv
Advertiser / client: Nezabutni Foundation
Group: Creative Media Excellence Drum, A. CREATIVE USE OF MEDIA, Audio Platforms

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

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