At the bCreator™ Awards 2024 SevenSix Agency picked up the bCreator™ Marketing Campaign of the Year Award for their work on the Wild & Precious: The Museum of Memories campaign, in partnership with Wongdoody, the Dementia Research Institute and Alzheimer’s Research UK. This is the main campaign Award at the #BCAs as it recognises the top overall creator campaign of the past year.
Following their win we caught up with Charlotte Stavrou, the Founder & CEO of SevenSix (and bCreator Committee Member) to learn more about this important campaign and what they hope to work on in the future.
What inspired the concept behind the Museum of Memories campaign?
The concept for the Museum of Memories campaign was inspired by the need to create a safe space for open and honest conversations around dementia, particularly within Black and South Asian communities. We wanted to shed light on a topic that is often stigmatised and misunderstood, using the power of storytelling and personal narratives to challenge myths and foster understanding.
The idea of cherishing memories and linking them to the theme of dementia resonated deeply, allowing us to highlight the value of preserving memories while addressing the realities of dementia.
How did you approach sharing such a sensitive topic in a way that resonated with the public?
We focused on community-based, authentic storytelling to approach the sensitive topic of dementia. By collaborating with creators from Black and South Asian backgrounds who had personal connections to the topic, we ensured the message was both relatable and impactful. The influencers we partnered with excelled in emotive storytelling and engaged their audiences in genuine, positive ways.
Additionally, the campaign utilised innovative tools like the Museum of Memories, an online metaverse hub, to create a space that was interactive, engaging, and emotionally resonant, fostering open dialogue in a thoughtful manner.
What impact has the campaign had on awareness and understanding of dementia?
The campaign had a profound impact on raising awareness and understanding of dementia, particularly among our target demographic of 20-30-year-old Black and South Asian women. With a 10.51% engagement rate and over 125,000 organic video views during the week of the campaign, the campaign successfully shifted perceptions, sparked conversations, and broke down barriers surrounding dementia.
The overwhelmingly positive sentiment (100%) indicated a deep connection with the audience, and its recognition with a Webby award and then of course the bCreator™ Marketing Campaign of the Year award further demonstrated its effectiveness in achieving its objectives.
What was the most memorable or powerful moment during the campaign’s development?
One of the most memorable moments during the campaign’s development was seeing the personal stories shared by the creators come to life in the Museum of Memories. Watching the audience engage with these narratives, reflect on their own experiences, and participate in meaningful conversations was incredibly powerful. The authenticity of the content and the emotional connections it fostered were truly impactful and underscored the importance of our approach.
Are there future campaigns in the health or research space that you’re eager to explore?
We are eager to explore campaigns focused on Endometriosis and Lupus. Endometriosis is a cause close to our hearts as our Head of Talent, Rianna, lives with this condition. Similarly, Lupus is a topic of personal significance as one of our talent is affected by it. These conditions, like dementia, are often underrepresented and misunderstood, and we are passionate about creating impactful campaigns to raise awareness, foster understanding, and inspire action around these important health topics.