Extremely Durable Moments

Background:

There are approximately over 70,000 Alzheimer’s Disease patients in Puerto Rico and the economic crisis has greatly limited the access to doctors and proper treatment. We wanted to disrupt the category with authenticity, to show that paint can do more than cover a building. It can breathe new life and purpose into a space, create memories and spark emotions.

Idea:

We created a series of documentaries that tell the story of three Alzheimer’s Disease patients and interviewed them to ask one important question: “What is the memory you never want to forget?”.

And with the help of renowned local artists and Glidden Ultra Extremely Durable Paint, we transformed those memories into works of art. The artists painted them inside their homes to help these patients hold on to their memories longer. The murals were reproduced and sold on our website to help De Frente al Alzheimer, an organization that helps low-income patients with their everyday needs.

Results:

Alzheimer’s Disease and its hardships on both patients and caretakers are now part of the conversation on social media. The experience was shared with a video that reached, in the first 10 days, almost 400K views, 8.5K shares, thousands of positive comments and $50K in donations and counting. A great achievement for an island of 3 million people. The campaign was covered in mayor local news outlets such as Wapa TV, El Nuevo Día and Primera Hora, and celebrities shared the video and joined the cause.