THE CHALLENGE

To start building Roche’s reputation in the field of Alzheimer while no product has been approved.

THE WORK

Introduced a groundbreaking concept: the first-ever pop-up Memory Café, where individuals living with Alzheimer’s serve as baristas, creating an opportunity to share their personal experiences with Alzheimer’s disease.

THE IMPACT

The event garnered extensive media coverage, including the spontaneous reposting by the Shanghai government.

Also, hundreds of ppl registered as “friends with AD”, generating great word of mouths.