Nowadays, Alzheimer’s disease is already known widely in Thailand thanks to most awareness campaigns which help to promote this issue.

However, the number of people suffering from Alzheimer’s is still rising by 30,000 per year. Therefore, instead of just creating another awareness campaign, The Alzheimer Foundation of Thailand decided to create a tool to slow down this disease.

According to the study of Alzheimer’s Association: ‘Music can enrich the lives of people with Alzheimer’s disease, even after dementia has progressed.’

We decided to create ‘'MEMO_o_ke'' karaoke songs with some parts of the lyrics missing to help stimulate the elderly's memory and help slow down the Alzheimer’s.

Then created 'MEMO_o_ke' Youtube Channel for those songs, so people can reach them anywhere, anytime.

Launched on World Alzheimer’s Day, MEMO_o_ke received unexpected attention. Regardless of its limited budget, this campaign raised PR Value worth 20+ million baht.

Most importantly, many organizations are now using ‘MEMO_o_ke’ as a tool to slow down Alzheimer’s. Thai Red Cross Health Station No. 2 uses ‘MEMO_o_ke’ in its weekly activity for the elderly. Zpell, a well-known shopping mall in Thailand, permanently incorporates ‘MEMO_o_ke’ into ‘SENIOR ZMART’ their recreational zone for the elderly.

AWARD