Responses by Jim Garaventi, creative director, Mechanica
Background: Seniorlink, a leading provider of innovative care collaboration solutions, wanted to raise awareness of the challenges faced by the fifteen million people nationwide caring for a loved one with Alzheimer’s or other dementias. The purpose of this project is to continue Seniorlink’s ongoing effort to support those families and to reflect on the intense realities faced by these particular caregivers.
Reasoning: Our effort was driven by two insights. The first was that caregivers are unlikely to ask for support for themselves. The second was that primary concern of people diagnosed with early-onset Alzheimer’s was not for themselves, but for their caregivers. After discovering those two insights, we wanted to give a voice to someone with Alzheimer’s who could speak to these truths.
Challenges: For this spot, we were trying to create something that’s intended to feel real, truthful and emotional. We knew right away that we wanted to shoot with someone who has Alzheimer’s and document not only that person’s actual thoughts, but also the reaction to those thoughts from the person’s friends and family. It was important to us to find people who were willing to participate in something so personal and for us to capture it respectfully and truthfully.
Favorite details: We’re proudest of the relationship that we’ve built with Pam and her family. We're also proud of the overwhelmingly positive reaction to the video, and to her wish, by those it was intended to impact.
Anything new: We learned so much about Alzheimer’s and the human impact that it has, both directly and indirectly.
Visual influences: We were influenced by a number of documentaries and commercials that walk the line between conveying truth and encouraging viewers to insert themselves into the narrative to share it more broadly.