Soccer in Argentina attracts crowds. The campaign sought to take advantage of that popularity through one of the country's most important teams, Racing Club, to raise awareness about … read moreAlzheimer's disease. On April 2, after the end of an important match, Racing's captain, Leonardo Sigali, gave the typical on-field interviews but with an unusual demeanor. He answered all the questions about the match he had just played with a confused "I don't remember" that not only upset the TNT Sports journalist, but also his colleagues and the social networks, which reacted immediately.
Agency: Hoy, Buenos Aires
Sigali became a trend on Twitter in a matter of minutes. Hours later a video was published in which the player revealed that the interview was part of a campaign carried out by Racing Club and the Association Against Alzheimer’s Disease (A.L.M.A.) stating that short-term memory failure is one of the first symptoms. The action had an immediate positive response from the media and networks that went beyond the borders of Argentina and showed the great impact of the campaign carried out by HOY Buenos Aires. The campaign was amplified organically in the media with a reach of 58.21M, was trending topic in social networks achieving 270M impressions and managed to generate conversation about the importance of early detection of this disease, causing A.L.M.A. to have more consultations in 48h than in its entire history.
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