Mumbai: Century Plyboards has launched "#LetsNotForgetAlzheimers" under its annual IP, CenturyHeroes. Designed in association with the creative digital agency Sociowash, the campaign has already reached 8.9 million people so far.

Together, CenturyPly and Sociowash developed concepts that would create curiosity, raise awareness, and leave a lasting impression around Alzheimer's.

The campaign is live on social media platforms like YouTube, Facebook, Instagram, and the website. To reach the masses, the brand also leveraged the print medium and placed an ad in the classified section of a leading daily newspaper.

The messaging about the campaign is tied back to a specially curated microsite, www.letsnotforgetalzheimers.com, which aims to interact, engage, and inspire the audience through a gamification route.

The campaign starts with three bafflingly simple questions, followed by a heart-touching brand film released to spread the message through multiple digital avenues. The campaign celebrates three types of heroes: one who fights the daily battle, one who is the support system throughout, and one who puts in extra effort for others.

Commenting on the campaign, Sociowash co-founder Raghav Bagai said, "We devised the strategy focusing on CenturyPly's target group. With this campaign, the main aim was to get the message across straight and clear. From fixating on the campaign tonality to channel selection and finally cracking the copies, each and everything was done to leave a long-lasting impression that not only spreads awareness but provokes thought."

"CenturyPly has progressed year on year, and each year they support a different social cause with their annual IP CenturyHeroes. Through this campaign, they wanted to raise awareness amongst people about Alzheimer's disease, which has gone unnoticed until now. The campaign has touched 8.9 million people who learned about Alzheimer's. Many identified the message while taking necessary steps to be mindful of the cause." Raghav added.