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INECO Foundation and Wunderman BA Launch New Tool to Fight Against Alzheimer's

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The group gathered old photographs to help inspire positive thoughts in those affected by the disease

INECO Foundation and Wunderman BA Launch New Tool to Fight Against Alzheimer's
In World Alzheimer’s Month, the INECO Foundation along with Wunderman BA launched a project to help re-discover memories using old photographs.

Across the world, an Alzheimer’s case is detected every 3 seconds. In Argentina, there are more than 500,000 people with dementia, of which 95% are more than 65 years old. During World Alzheimer’s Month, the INECO foundation (one of the principal players in the fight against the disease in Argentina) launched a project based on the technique of reminiscence and its positive effect on the autobiographical memory and quality of life.

Together patients, families, specialists in digital retouching, historians and the INECO Foundation team, gathered old photographs of grandparents born in the 40s, 50s and 60s. The work covered the reconstruction of damaged images and their colourisation.

As a result, the patients re-discovered these photographs, but in the same state as the memories of their youth: in colour. Laughter, emotions, names of places and moments, all appeared and were reunited with memories that had long been forgotten.

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Advertiser: INECO Foundation

Brand: Julian Bustin / Teresa Torralva


Editor: Juan Dalessandro


Composer: Salmon Osado

Production Company

Director: Emiliano Ferrando / Rodo Castro

Executive Producer: Santiago Rusconi

Production Company: Duquesa

Production Manager: Laura Martínez

Digital Production Company

App Production: Pato Facal

Creative Agency

Account Executive: Pilar Martin

Creative Agency: Wunderman Buenos Aires

General Creative Director: Patán Tarazaga / Dany Minaker

Group Account Directors: Mercedes Cores

Head of PR & Activation: Daniela Tucci

VMLY&R - LATAM, Mon, 02 Oct 2017 15:28:58 GMT