The Alzheimer Foundation of Thailand
HELLO GOOD DAY
Turning a Monday habit into a tool to fight Alzheimers.
The traditional “Hello Monday” greeting that is sent by the elderly is reimagined as a brain-training exercise to help reduce memory-loss.
Challenge
PREVENTING MEMORY LOSS IN THE ELDERLY
Thailand has one of the fastest-aging populations in the world. The number of people aged 60 and over is now at 13 million, accounting for 20% of the population.
There are more than 500,000 Thais suffering from dementia and it is expected to increase to over 1 million by 2030. The Alzheimer Foundation of Thailand wanted to raise awareness of dementia and help prevent Thais from suffering from its effects.
Approach
SNEAKING INTO A
DAILY MOMENT
The LINE app is the No. 1 chat platform used by elderly Thais, with over 5.8 million users. The most frequently sent messages by the elderly is a “Hello Monday” image - sent to friends and family as a token of thoughtfulness, care and positive feelings.
According to the World Health Organization, brain-training games are a great way to reduce the risk of dementia. We transformed the traditional “Hello Monday” greeting into a moment to take part in brain-training games to help prevent users from losing their memories.
Solution
TRANSFORMING A WEEKLY HABIT
The “Hello, Good Brain” campaign uses a set of beautiful photos with greeting messages that also come with brain-training games, developed together with experts from the Alzheimer Foundation of Thailand, such as a photo hunt, calculation game, matching game and fill in the blank game.
The LINE app and game were promoted at the an event co-organized by the Thailand Centre of Excellence for Life Sciences and the Alzheimer Foundation of Thailand, as well as featured in the national news on “Green Head Morning News on Thairath TV” and “Coffee Break” radio shows.
14K+
Users within three weeks
52K+
Interactions over nine months
300
Images are still being shared
