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Challenge

Alzheimer’s disease affects over 10.42 million people in China, the highest rate globally. One of the early indicators of the disease is difficulty understanding what the hands on a clock represent, making the Clock Drawing Test (CDT) one of the most effective screening tools for early-stage dementia.

For Alzheimer’s patients and their families, time is exceptionally precious. However, conveying the profound challenges of the condition to those untouched by the disease posed a significant challenge. The goal was to bridge this empathy gap by allowing the general public to experience the unique difficulties faced by Alzheimer’s patients.

The Solution

The Clock Drawing Test

In Alzheimer’s distorted world, patients experience a failure to track the passage of time and the lost ebbs and flows of perception. The Clock Drawing Test is an internationally recognized tool that quickly screens for Alzheimer’s disease by examining multiple cognitive domains, such as spatial navigation, memory, abstract thinking, mathematics, and temporal navigation.

To leverage this tool, the campaign transformed clock drawings by elderly Alzheimer’s patients into a compelling exhibition and real timepieces, providing a window into the distorted perception of time experienced by Alzheimer’s patients.

"Lost in Time, Found in Love"

Partnering with Jian Ai Charity and STDecaux, Dentsu Creative launched the "Lost in Time, Found in Love" campaign on September 21st, World Alzheimer’s Day, during China Brain Health Month. The initiative was showcased at Shanghai’s Xujiahui Metro Station, where five abnormal clocks were displayed, encouraging people to learn more about Alzheimer’s, CDT, prevention, and brain health.

The exhibition featured:

• Abnormal clock displays representing the distorted perceptions of Alzheimer’s patients.
• Watch stickers and real timepieces for people to try on and experience firsthand.
• Real timepieces auctioned for charity and given to the patients who participated in the campaign.

This immersive experience was designed to create empathy and awareness by visually representing the cognitive distortions caused by Alzheimer’s.

Results

The "Lost in Time, Found in Love" campaign achieved remarkable success, leaving a lasting impression on both the attendeThe "Lost in Time, Found in Love" campaign achieved remarkable success, creating a lasting impact on attendees and the broader public:

Engagement and Attendance:

• The exhibition captivated 2.75 million people, immersing them in the experience of Alzheimer's patients’ distorted perception of time.
• A total of 17.9 million visits were recorded, reflecting widespread interest and engagement.

Media and Influencer Involvement:

• The campaign received 493 press mentions and posts, amplifying its reach and impact.
• Media outlets and influencers played a crucial role in spreading awareness, driving a robust online conversation about Alzheimer's disease, its prevention, and brain health.

Awareness and Fundraising:

• The campaign sparked a widespread conversation about brain health and early detection of Alzheimer's disease, generating 129 million total impressions across platforms.
• It reached 21 million people, significantly penetrating diverse demographics and communities.
• Donations increased by 106% year-over-year, demonstrating the campaign's effectiveness in raising awareness and support for Alzheimer's research and patient care.
• Over 120,000 participants took part in the auction of unique timepieces created from patients' clock drawings, showcasing public engagement and willingness to support the cause.

Overall, the "Lost in Time, Found in Love" campaign effectively bridged the empathy gap between Alzheimer’s patients and the general public. Through patient artwork, the campaign educated millions on Alzheimer’s realities and the importance of early detection, demonstrating the power of creative storytelling and immersive experiences in driving social change and awarenesses and the wider public. Here’s a detailed look at the impact: