Fédération Québécoise des Sociétés d'Alzheimer

Loved ones forget themselves too

Agency: Cossette


In the latest campaign created by Cossette, the FQSA’s goal is to familiarize the caregivers with the services and programs intended for them, as opposed to those offered for patients. The objective is to acknowledge the huge impact of the disease on caregivers’ lives as well as provide help.
The Alzheimer disease isolates over 153 000 Quebecers and it is estimated that, by 2031, the number of Quebecers diagnosed with a neurocognitive disorder will increase by 70%.
With the tagline: loved ones forget themselves too, the Alzheimer's Society wanted to remind caregivers that help is available to them.
“There are a lot of excellent campaigns around Alzheimer's disease around the world. However, very few of them have approached it from a caregiver’s perspective,” says Richard Rochette-Villeneuve, Creative Director at Cossette. “We chose to focus on the most well-known symptom of the disease, memory loss, and transpose it to loved ones. This distinctive approach not only highlights the impact on everyone who is touched by the disease but is also unfortunately very true.”

This professional campaign titled 'Loved ones forget themselves too' was published in Canada in March, 2021. It was created for the brand: Fédération Québécoise des Sociétés d'Alzheimer, by ad agency: Cossette. This Integrated medium campaign is related to the Public Interest industry and contains 2 media assets. It was submitted almost 3 years ago by Daphné Cousineau of Cossette.


Advertising Agency: Cossette, Montréal, Canada
Chief Creative Officer: Peter Ignazi, Louis-Philippe Tremblay
Creative Director: Richard Rochette-Villeneuve
Copywriter: François-Julien Rainvillea
Artistic Director: Alexandre Jutras, Dorian Coureau
Business Lead: Mario Deschambault
Product Lead: Jo-Annie Tétreault, Étienne Bolze
Strategy: David Thomas, Andréane Voyer
Media: Olivier Gilbert, Jean-Sébastien David
Producers: Mélissa Audette, Michel David
Production House: SOMA
Director and Photographer: Christian Tremblay
Director of Photography: Jonathan Decoste
Editor: Marc Denault
Post-Production: Attraction Post
Recording Studio: Lamajeure
Audio Engineer: Mathieu Morin

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