#Bademantelchallenge – Alzheimer’s awareness campaign

Our award-winning, pro bono campaign for DeutscheDemenzhilfe for World Alzheimer’s Day 2023

Have you ever thought about chatting with someoneabout Alzheimer’s? It’s a bit difficult, isn’t it? That’s because Alzheimer’sdisease still verges on taboo. Grandmas who no longer recognise theirgrandchildren or fathers roaming the supermarket in their bathrobe don’t fitwith social norms. They recede into the shadows quietly so that no one has tothink about them.

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Together with DeutscheDemenzhilfe (the German dementia support association), we shattered this taboo,drew attention to the topic, came together with people and relatives affectedby the disease and translated the feeling of ‘being at the wrong place at thewrong time’ into a familiar image: people wandering about, lost, in a bathrobe.

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Right in time for the start ofthe awareness month in September 2023, celebrities and influencers sharedphotos and videos of themselves in a bathrobe with their fans on Instagram.What was exceptional about this was that all initial participants of our challengehad a credible, highly personal connection to the illness. In their bathrobepost, they nominated their followers to do the same as them.

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The #Bademantelchallenge went viralovernight and attracted a media wildfire which we fuelled further with anout-of-home flight and high-reach TV cooperation.