Hope Ek A.S.H.A. is a charitable society dedicated to the Care of Senior Citizens suffering from Alzheimer’s / Dementia (Memory Loss) and their caregivers through its committed team of medical professionals and volunteers. Hope Ek A.S.H.A. has completed 19 years in the service to humanity and has been helping families suffering from Alzheimer’s disease. Hope Ek A.S.H.A. is holding hands of such family caregivers who are taking care of their beloved Alzheimer’s patients. Their mission is to open more centres like ASHA (Affectionate Secured Home for Alzheimer’s), Residential (10) and Day Care (20) facilities for Alzheimer’s Disease patients all around Delhi NCR based on Pilot Project in East of Kailash, New Delhi in association with other individuals, corporate, PSUs, Govt. and nongovernmental organizations. The centre purports to engage healthy willing senior citizens residing in the vicinity to mingle with the patients and take part in the activities at the centre and will run by our society panel doctors, volunteers, professional caregivers and other professionals in the medical / other allied fields. They also want to establish a “DEMENTIA VILLAGE” for 100 Alzheimer disease patients by involving healthy willing senior citizens / spouses, 50 KM away from Delhi.
On the left is the symbolic representation of human face with puzzle and one puzzle piece away from the batch of four. I wanted to show that the piece of puzzle is a brain or a memory which is stored in the brain is detached from it. That shows the sign of Alzheimer’s. I have used all cool colours as they make people feel calm and pleased.
It is a minimal campaign for ASHA. From the design, it is easy to figure out that the NGO is for patients who are suffering from Alzheimer’s and it is fading away their relationships and bonds that they have with their closed ones. The tagline "memories should last a lifetime" also shows the importance of having memories which we tend to cherish every time. This grabs the emotional attention of the viewers.
This advertisement is inspired by the fact that people click photos to recall their memories or moments in life. But for an Alzheimer's patient, it may be difficult to remember moments even with the photos. The design makes it simple to understand that how they can see the image and still not remember what had happened in that moments as they forget the faces and relations of their loved ones too. The targeted audience which is the patient's family or friends can easily relate to the emotional appeal of the advertisement and understand the NGO's goal.
