ASIA-PACIFIC – SINGAPORE, FEBRUARY 6, 2012: What would you do if all your precious memories and identity disappeared in one click?
Grey Group’s “Sort Me Out” app does exactly that through your own Facebook account. This new app lets the user have a first-hand experience of the effects of Alzheimer’s, a brain illness that erodes mental abilities.
The app was made in cooperation with Alzheimer’s Disease Association (ADA) Singapore to help raise awareness of the dreaded disease. When the user logs in to accept the app, it launches and gives the appearance of initializing the sorting out process of the user’s content. The user then witnesses his/her Facebook content being slowly ‘erased’; starting with the wall posts, followed by friends list, personal profile and lastly, the photos.
Patients with Alzheimer’s have unusual behaviors that makes caring for them a challenging task. The app aims to help people understand the situation that these patients experience by demonstrating real-time, the identity and memory los felt by people with dementia.
“Grey’s novel digital campaign harnessing the power of social media to create greater dementia awareness and acceptance amongst the public was the right direction we were looking for. We hope this would ultimately lead to early intervention for diagnosis and integrated care in Singapore,” says Theresa Lee, executive director of ADA.
“The app is a creative way to highlight the seriousness of Alzheimer’s”, said Ali Shabaz, chief creative officer, of Grey Group Singapore, Indonesia, and Thailand. “Currently there are more than 2.6 million Facebook users in Singapore and for many it is a carefully cultivated online depository of self-identity and memoirs. Losing it would be devastating; likewise memory loss for people with Alzheimer’s is a life crippling situation. Facebook was therefore the ideal platform to launch such a campaign and digital was used in a way like never before to create awareness of the illness”, he added.
Check out the app at www.sortmeout.sg.
Credits:
Agency: Grey Singapore/ Yolk
Account service: Carryn Francis
Creative:
Ali Shabaz (CCO)
Dunstan Lee (Copywriter)
Tan Zi Wei (Art Director)
Deng Yingzhi (Art Director)
Sudhir Pasumarty (Senior Interactive Designer)
Adrian Lee (Chief Technology Officer)
Adrian Tee (Senior Interactive Designer)
Stephanie Chua (Social Media Executive)
Kester Poh (Project Manager)
