Remembering the Alzheimer’s sufferers.

With economic pain falling mainly on Spain, you could say that Spanish Alzheimer’s research had been forgotten. To make it worse, the private sector ignores this type of cause (only 10% of funding in Spain is private vs. 50% elsewhere in Europe).

The Reina Sofia Foundation found vital research under funded. Their agency, Sra Rushmore Madrid, believed the key was persuading companies that Alzheimer’s research is a “corporate social responsibility”.

A big idea helped make it happen. The agency, taking the theme of memory and its tragic loss, pressed selected companies to re-issue original classic brands that still live in the public mind. Resurrected products are branded with a “Memory Edition” seal. All or part of profits go to Alzheimer’s research.

Companies like Coca-Cola, Bayer, Unilever, Real Madrid, and Teléfonica are taking part. Huge interest from over 20 TV channels, and all national newspapers, radio and magazines has boosted the project.

In less than a month, 70% of the sentimental favourites offered on the special online store sold out.

Not bad for a 100% PR campaign. It cost the foundation and contributing companies not a single Euro in media or production costs.