Shazam has teamed up with Innocean Worldwide U.K. and Alzheimer’s Research U.K. to raise awareness of the disease.
Shazam, the go-to music app, which identifies songs by listening and displaying the name and the artist, is featured in a campaign with a very good purpose this time. To raise awareness among younger generations, the app started forgetting songs while they are playing.
The campaign video starts with a beat of a song that the app has to reveal, but later on, we see that it was having trouble identifying the song. Then, Shazam finally remembers the song and the users are driven to a call-to-action about the disease and are invited to make a donation.
It’s a common thought that Alzheimer’s disease tends to affect elders, but it doesn’t mean that a person can’t go through this in their 50s or even 40s. So, the purpose of the app is to share information about the disease and raise awareness.
According to the statistics, over 40,000 people under 65 are struggling with dementia, in the U.K. The campaign ran through April in the U.K. and within an hour of the campaign’s start, Alzheimer’s Research U.K. had 5,000 visitors to its donation page. The agency mentioned that the campaign also reached about 2 million impressions.
About the campaign, Tristan Lenczner, Copywriter at Innocean Worldwide U.K., says,
To educate a younger audience about the effects of Alzheimer’s, we partnered with Shazam and gave the app the debilitating symptoms of the disease, giving users a hard-hitting insight into the daily struggles people suffering from Alzheimer’s have to face.
To promote the message, users need to “Shazam Again” in the campaign for donation, after getting their song information of course.
It’s an amazing thing for Alzheimer’s Research U.K. to collaborate with Shazam app, because the idea just fits naturally. We hope to see more innovative campaigns to raise awareness for the important causes like this. Great work!