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 Case Film
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

The Clio Awards

The Clio Awards

2024


Gold & Silver

2023 El Ojo

2023 El Ojo

Press - Spots and Public Good Actions and Bovernment Messages


Silver

2023 El Ojo

2023 El Ojo

Health - Promotion of Products and Services Aimed at the Patient/Professional


Silver

2023 El Ojo

2023 El Ojo

Media - Audio Platforms


Silver

2023 El Ojo

2023 El Ojo

Health - Education and Awareness of Public Good brands


Bronze

2023 Cannes Lions

2023 Cannes Lions

Health - Fundraising & Advocacy [Radio & Audio]


Bronze Lion

2023 London International Awards

2023 London International Awards

Health - Health & Wellness Public Service/Charity/NGO


Bronze

2023 London International Awards

2023 London International Awards

Social & Influencer - Retail


Silver