Case Study: The Alzheimer Society of Ireland helps people living with dementia reconnect with memories with The Replay by TBWA Worldwide

The Alzheimer Society of Ireland reaches €287k media value with TBWA Worldwide

The Alzheimer Society of Ireland, facing the challenge of helping over 64,000 people with dementia reconnect with lost memories and identity, partnered with vendor TBWA Worldwide. The agency sought to use the power of familiar sounds as a form of reminiscence therapy.

TBWA Worldwide created The Replay, an online archive of iconic sports commentary from Micheál Ó Muircheartaigh. This solution generated over 12 million media impressions, €287k in media value, and 40,000 page views. Most importantly, over 1,000 hours of commentary were listened to, helping individuals reconnect with their past and eliciting hundreds of public messages of thanks.

The Alzheimer Society of Ireland