Memory Donation
Organ and blood donations keep people alive. But people living with Alzheimer’s disease and other dementias are often robbed of irreplaceable memories as a result of the devastating effects of the disease which affects 1.3% of seniors in the UK. With the help of technology, digital memories are now generating (rather than sending) donations to member Associations of ADI in the UK.
According to Alzheimer’s Disease International (ADI) someone in the world develops dementia every 3 seconds. To cope with the life-altering symptoms, a caregiver often needs to dedicate themselves to a caregiving role at the expense of their jobs, career and income.
Based on an original idea from Leo Burnett Moscow, Lobster - a marketplace for user-generated photos and videos content - has partnered with ADI to support the “Memory Donation” campaign. Already users have contributed 14,000 digital photos and videos. When a brands or agency is licensing this content for as little as £1.19 per piece, Lobster sends 80% of these funds to a pre-selected Alzheimer’s associations in the UK, US and Argentina and 20% to ADI.
The value of a sold digital memory can be turned into a donation by adding the hashtag #memorydonation to any photo you want to contribute to the campaign.
Lobster’s AI-powered technology will automatically put your photo or video for sale to creatives, designers and the media. Low-resolution photos are enhanced with the application of neural networks to submitted images, called Super Resolution. Proceeds from all UK Memory Donations will go to the Alzheimer Society in the UK.
Find out more: https://lobster.media/memory
“Sharing photos on Instagram is a modern life daily ritual. Unfortunately, Alzheimer robs people around the world of their the ability to remember. We are delighted to be the technology platform of choice for the Memory Donation campaign, which allows people to donate to this cause through their photos. I’m proud of the great team in London and Moscow and Europe - who built a platform where the donation of a digital 'memory' is turned into an invaluable act of care.” - Olga Egorsheva, CEO and co-founder of Lobster
More about the partners:
Alzheimer’s Disease International - ADI is the umbrella organisation of Alzheimer associations around the world. They aim to help establish and strengthen Alzheimer associations and to raise global awareness about Alzheimer's disease and all other causes of dementia. ADI is in official relations with WHO and has consultative status with the UN.
Lobster - founded in 2013 in London, Lobster is an innovative content marketplace platform to connect brands, agencies, media and creatives with authentic UGC sourced from 10 social media and online archives. Lobster makes it simple for clients to search, find and license beautiful photos and videos from a growing global community of creators. Find out more: https://lobster.media
Leo Burnett Moscow - established in 1995 as part of Leo Burnett Worldwide, an international network of agencies in 84 countries, employing over 9000 people. Voted Best Russian Creative Agency for the past five years and Best International Agency in Russia in 2013. Winner of five “Cannes Lions” and working with clients including Philip Morris, Procter & Gamble, Sberbank, McDonald's, Chrysler, Kellogg's, Baltika (Балтика), Leroy Merlin and Diageo. Find out more: http://www.leoburnett.ru/
Companies
Lobster
- Photography
