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The Power of Love

The Power of Love

Natasha Smith

Natasha Smith

July 2, 2018

A new spot created by Havas Portugal shows how much devotion and affection help those who need it most.

Caring for loved-ones with a tenderness can be just the medicine they need. José Vieira, creative director at Havas Portugal, talks about a new AHDPA spot that illustrates how love can make all the difference for those suffering from Alzheimer’s disease and dementia.

"Because love has an immeasurable power."

How difficult is it to create a film for such a serious and wrenching subject as Alzheimer’s disease and dementia?

According to the Organization for Economic Cooperation and Development (OECD), Portugal ranks fourth worldwide in Alzheimer’s disease per capita. More than 5% of the Portuguese population over 65 suffer from this disease—and it’s estimated that this number will triple by 2050. Unfortunately, there are very few institutions for this disease, so the focus of care should be on nursing, when possible, by the patient’s family. Our film shows one of the most important aspects of dealing with the disease: love.

What inspiration did you use to craft the storyline for this spot?

Our film is based on a true story that we read in the news. Obviously, we added some details to enrich the storytelling. But nothing works better than telling the truth.

What do you and the Alzheimer’s Parkinson’s Disease Patients Association (AHDPA) hope the viewers take away from this film?

We wanted to make a relevant film that showed a gesture that had great impact on the life of someone suffering from the disease. The first people involved should always be the family, especially the spouse. It is important to teach them that they can have a positive attitude towards the disease, despite the drama that it brings into their lives. Because love has an immeasurable power.

Future plans?

This film marked the beginning of a collaboration with the AHDPA [institution] that will certainly lead to new work very soon.

Caring for loved-ones with a tenderness can be just the medicine they need. José Vieira, creative director at Havas Portugal, talks about a new AHDPA spot that illustrates how love can make all the difference for those suffering from Alzheimer’s disease and dementia.

"Because love has an immeasurable power."

How difficult is it to create a film for such a serious and wrenching subject as Alzheimer’s disease and dementia?

According to the Organization for Economic Cooperation and Development (OECD), Portugal ranks fourth worldwide in Alzheimer’s disease per capita. More than 5% of the Portuguese population over 65 suffer from this disease—and it’s estimated that this number will triple by 2050. Unfortunately, there are very few institutions for this disease, so the focus of care should be on nursing, when possible, by the patient’s family. Our film shows one of the most important aspects of dealing with the disease: love.

What inspiration did you use to craft the storyline for this spot?

Our film is based on a true story that we read in the news. Obviously, we added some details to enrich the storytelling. But nothing works better than telling the truth.

What do you and the Alzheimer’s Parkinson’s Disease Patients Association (AHDPA) hope the viewers take away from this film?

We wanted to make a relevant film that showed a gesture that had great impact on the life of someone suffering from the disease. The first people involved should always be the family, especially the spouse. It is important to teach them that they can have a positive attitude towards the disease, despite the drama that it brings into their lives. Because love has an immeasurable power.

Future plans?

This film marked the beginning of a collaboration with the AHDPA [institution] that will certainly lead to new work very soon.

Natasha Smith is the strategic communications manager for Havas Group. She happily represents 404 in the 212.

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