'First Date' is an emotional new film created by DLV BBDO Milan for the Alzheimer's Portugal Association. They worked side-by-side to sensitise public opinion about the best known form of dementia, but one which is still too often underestimated, given the exponential rise in the number of cases reported globally.
Alzheimer's Portugal provides support for the family and friends of Alzheimer’s patients, who bear the brunt of the disease. This was what sparked DLV BBDO’s idea: “We wanted to convey the emotions and feelings of family members to everyone, and through this sentiment of empathy, invite them to donate. With a first date, in which a young woman talks openly about herself, we unfortunately find the man listening isn’t a new flame, but her dad. A delicate and poignant story of everyday life.”
The aim of “First Date” is not only to tell a story that gives the public something to think about, but also to draw attention to how frustrating it can be not to remember the things and people you are most fond of, your own life experiences… and how much suffering this can cause family members.
"The Alzheimer's Portugal thanks DLV BBDO Milan for having chosen our association to be the face of this campaign. A moving video that will surely touch the hearts of the Portuguese and help Alzheimer Portugal in our big goal of improving the quality of life for people with dementia and their caregivers, touting the importance of respect for their rights and promoting their autonomy and their social involvement," said Tatiana Nunes, public relations director of Alzheimer Portugal