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Challenge

China has the highest number of Alzheimer’s sufferers in the world, but it also has one of the lowest awareness and understanding levels of its symptoms, leading to people getting treatment too late. Robbing them of the most precious thing they have, their memories.  

Awareness needed to be created, not just of the disease but also the symptoms.

Solution

mcgarrybowen Shanghai created the Fading Font - specially designed Chinese characters which had strokes faded away. This was meant to replicate just how Alzheimer’s would take away people’s memories piece by piece.  Nearly 7,000 common Chinese characters were designed and to built into an applicable Chinese font library.  

On World Alzheimer Disease Day, it was provided as a free tool for public to use and spread. As people used the font, not only did it create awareness but also, gave them a sense of what it would feel like to live with this disease.

Results

The Font has been downloaded and used over 130,000 times, and was the No.1 Hot topic on Sina Weibo. It achieved over 34,000,000 views, with over 100 brands and celebrities joining the campaign. Overall, we achieved a total reach of over 234,870,000 people. 

mcgarrybowen

mcgarrybowen, founded in 2002, has grown to become one of the most successful agency start-ups ever. The agency is now a global, full-service, integrated marketing communications agency network with 12 offices around the globe. It has won many awards including “Agency of the Year” honors three times with Ad Age, was Ad Age’s “2017 Comeback Agency of the Year,” and an “2018 Agency to Watch.” The Ad Federation named mcgarrybowen its 2018 Agency of the Year.” Famous for Big Organizing Ideas and results-driven creative campaigns, mcgarrybowen counts some of the world’s most iconic companies as its clients, including American Express, Intel, Disney, United Airlines, Subway, The Clorox Company, The Kraft Heinz Company, Mondelēz International, Marriott, Chevron, Northrop Grumman, Hallmark, and Crayola.

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