JAKARTA - Alzheimer’s Disease International (ADI) has selected a partnership between Jakarta-based PR consultancy Maverick and Indonesian digital agency MicroAd to develop the website for World Alzheimer’s Month 2015, which falls in September.
The site, with the theme "Remember Me" will launch in June. The proposal submitted by the two companies beat submissions from companies in the UK and Canada, according to Maverick, which added that the win reflects Indonesia’s increasingly competitive edge in communications, particularly digital and social media.
"Maverick and MicroAd were selected on the basis of a powerful proposal that showed us that they fully understand the complex issues facing people affected by Alzheimer’s disease," said DY Suharya, executive director of Alzheimer’s Indonesia. "It also showed us that they grasp the challenges that we, as an organization, face in getting our message across to as many people as possible using the most efficient and effective means at our disposal."
Maverick partner Ong Hock Chuan said the agency has been doing pro bono work for Alzheimer’s Indonesia for more than three years.
The winning pitch developed a narrative based in part around phrases like "Do you remember me?" which highlights the emotional toil that Alzheimer’s disease and other forms of dementia can take on people living with the disease and their friends and families. The website aims to stimulate its audience to take affirmative action both online and offline.
On a visit to Indonesia this week, Marc Wortmann, ADI’s executive director, noted that with one new case of dementia every four seconds in the world, the need for awareness and understanding of the disease is great.
He added that the Indonesian government acknowledged that dementia is a global priority at the first WHO ministerial meeting in March 2014. A national plan to address the condition is set to be launched in September, although the draft proposal is waiting for the final stamp of approval. "We sincerely hope that the government shows its commitment to the cause by signing the proposal and activating the national plan as soon as possible," Wortmann said.