El Universo, the largest newspaper in Ecuador, and ad agency Paradais DDB jointly developed a campaign, “My Own Story,” to promote reading, within the framework of World Alzheimer’s Day (9/21). In Ecuador there are more than 96,000 people who suffer from the disease, many in still early stages. Reading can play an essential role to help preserve cognitive functions.
To get this message across, the newspaper investigated its oldest subscribers and the story of Dora Espinoza was chosen. She is in the early stages of the disease and reading is one of the main tools to slow its progress and keep her memory active. Thus, the newspaper launched an investigation of Dora’s life and together with a team of journalists from the newspaper they produced a special personalized cover every day for a month, where every morning she received stories of her own life based on memories gathered from her as well as relatives and friends.
“This work reflects the two most important things for the newspaper: The journalistic work is valued, and a valuable interaction is generated with a long-time subscriber to El Universo,” said Melissa Uscocovich, marketing manager.
“'My Own Story' is a joint effort between the newspaper, its journalists and Paradais DDB to highlight the importance of reading in the treatment and prevention of Alzheimer’s. Dora’s story is the story of many Ecuadorians who suffer from the disease and can reduce and slow down its effects by maintaining the habit of reading,” said Agustín Febres-Cordero, executive creative director of Paradais DDB.
This case study film outlines the “My Own Story” initiative.
