Alzheimer’s disease affects thousands of Lebanese, making them anxious of their surroundings and loved ones. A lot of these loved ones are young avid music listeners, and with the country suffering through many economic problems, it's not easy for families to provide proper care.

Studies show that the brain areas linked to musical memory remain largely undamaged by the disease.

The AAL reached out to raise awareness that symptoms can be improved with music, targeting the young family members who help take care of sick loved ones.

We partnered with the region’s biggest music streaming app, Anghami, and turned it into a tool to bring back their memories, by launching the Zikrayat Playlist.

It’s an automated feature that allowed family members and caregivers to generate the right playlist for their ailing loved ones based on the patient’s date of birth for free.

Each playlist contained the most popular songs from that patient’s youth, to trigger happy memories.

Every user in Lebanon was exposed to the Zikrayat Playlist initiative on their Anghami app home screen.

With $0 Media Spend we achieved 206,283 user Impressions over 2 weeks and over 30% Conversion Rate.

Zikrayat Playlist provided patients and families with precious moments spent with less anxiety and more happiness while raising awareness to the constant power of music.

Alzheimer's Association Lebanon - The Zikrayat Playlist

CREDITS

Ramzi Ibrahim

Baher Raouf

Diana Parra Lomeli

Stephany Madi

Mark Pinga

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