Background & objective :
Our client is a pioneer in Alzheimer Disease’s treatment & currently their medication is the leader for all stages of the AD treatment. Even their medication can effectively slow down the worsening of symptoms & improve the quality of life for patients & their caregivers, client’s key challenge comes from either the public’s misconception of seeing AD as an inevitable & natural outcome of aging or an unwilful negligence out of fear of social taboo.
Key objective hence is to understand the patient journey so corresponding measures can be designed to increase general public’s awareness of the disease & to start treatment at as early stage as possible.
How we did it :
we used home immersion approach by which a small research team including the researcher & a photographer spent a whole day with the patient’s family without interrupting their daily activities. The ethnography involved 22 families in 4 selected cities representing both tier 1 & 2 cities in China.
Output :
Apart from answering client’s key questions, we provided some campaign suggestions including “Let the Missing Third Generation In”, a campaign that invites key enterprises to grant their employees a day off to take their grandparents for AD check up to generate talks & increase public’s awareness. In addition, we also used limited photos provided & the caregiver’s voice-over to produce a short documentary film which was shown as the opening in China’s Annual Alzheimer Disease Conference in Beijing.