The Alzheimer's Association Lebanon (AAL) reached out to raise awareness of Alzheimer’s disease and how symptoms can be improved with music.

 

To do so, we partnered with Anghami, the largest music streaming app in the Arab world, to launch the Zikrayat Playlist ("Memories" Playlist) initiative during Alzheimer's Awareness Month, targeting young family members who assist in caregiving.

The Zikrayat Playlist, an automated feature on Anghami, allowed users to generate personalized playlists based on the patient’s date of birth for free, containing popular songs from their youth and aiming to evoke happy memories.

 

This initiative not only provided precious moments of less anxiety and more happiness for patients and families, but also reached over 206,000 users in Lebanon with $0 media spend and a remarkable 30% conversion rate,  highlighting the power of music in managing Alzheimer's symptoms and ensuring it's available for everyone. The campaign was recognized for its excellence, winning bronze at the Dubai Lynx for Best Use of Audio, and Bronze in the Asia Pacific Tambuli Awards in the Health & Wellness category.