Decades after first hitting the airwaves, old advertising jingles have found a new purpose. “Jingle Therapy” from VML Puerto Rico aims to improve the lives of patients living with Alzheimer's.
Jingle Therapy
Making old jingles useful again to bring back memories in Alzheimer's patients
Client
- Asociación De Alzheimer De Puerto Rico
Office
- Puerto Rico
As technology evolves and the boundaries of all media intersect among new and as yet unexplored frontiers, The Spanish Broadcasting System intends to exploit its proprietary content to improve people's life through music.
Juan Carlos Pederia
Digital Strategic Director, Spanish Broadcasting System
Studies indicate that Puerto Ricans have a higher propensity for Alzheimer's, making it the fourth-leading cause of death in people over 65. Studies have also shown music may improve common behavioral issues in the middle-stages of the disease.
Over decades, advertising jingles have earned a special place in Puerto Rico's collective memory. They are time stamps that have never been played again, compared to regular songs.
The Puerto Rican Alzheimer's Association partnered with SBS radio stations to use their 80-year old archive to identify the most famous advertising jingles, creating a palliative therapy that brings back memories and help ease symptoms of patients.
- 600 patients impacted during the first month
- After four Jingle Therapy sessions, patients showed a significant improvement in memory, orientation, depression and anxiety
- 12 nursing centers have adopted the therapy as part of their daily routine
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Awards
2023 El Ojo
Press - Spots and Public Good Actions and Bovernment Messages
Silver
2023 El Ojo
Health - Promotion of Products and Services Aimed at the Patient/Professional
Silver
2023 El Ojo
Media - Audio Platforms
Silver
2023 El Ojo
Health - Education and Awareness of Public Good brands
Bronze
2023 Cannes Lions
Health - Fundraising & Advocacy [Radio & Audio]
Bronze Lion
2023 London International Awards
Health - Health & Wellness Public Service/Charity/NGO
Bronze
2023 London International Awards
Social & Influencer - Retail
Silver
Press
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