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Make a memory campaign launches in P.E.I.

CHARLOTTETOWN – This January, Fresh Media and the Alzheimer Society of P.E.I. want every Islander to make each day count.

To do that they are teaming up to create the "Make Today A Memory" campaign.

The campaign is the result of an initiative launched in conjunction with the ad agencies 10th anniversary.

In lieu of a standard anniversary celebration, the Charlottetown-based agency wanted to give back to their community by offering $10,000 worth of their creative services to help brand, market and launch a 'Do Good Idea' for a local not-for-profit organization.

After reviewing more than 25 submissions from across the Island, the Alzheimer Society of P.E.I. was selected.

"It was extremely difficult to choose to pick from so many worthy P.E.I. community groups, but during our internal discussions we realized that the majority of our team had a loved one who had either Alzheimer's or another form of dementia", said Melody Dover, President of Fresh Media. "When we realized this was something we didn't openly talk about, and recognizing we collectively did not know that much about the disease, we decided that we could do our part in raising awareness of Alzheimer's on P.E.I. by creating this Do Good campaign."

The goal of the campaign is to get Islanders thinking about the value of their memories, and the huge role they play in the relationships people have with their loved ones.

"The Alzheimer's disease is a silent thief that steals away people's memories little-by-little until the memories are no longer something that can easily be called upon", added Dover.

Alzheimer's disease is a fatal, progressive and degenerative disease that destroys brain cells.

Researchers do not yet know what causes it, and there is currently no way to stop the disease. On Prince Edward Island, 1-in-13 Islanders over 65 have dementia, with Alzheimer's being the most common form of dementia. This number is predicted to double in the next 20 years.

The Alzheimer Society of PEI is a not-for-profit health organization responsible for raising the level of awareness, providing programs, education and support services to all those affected by the disease.

"Working with Fresh Media on this journey, our hope is to raise awareness of the impact this incurable disease has on people, their friends and families, as well as their caretakers", said Corrine Hendricken-Eldershaw, Chief Executive Officer of the Alzheimer Society of P.E.I. "Equally, we hope Islanders will take time to realize how precious memories are, and to start sharing and making new ones today."

To promote the many ways Islanders can celebrate those special memories, the website will serve as the hub of campaign messaging. Unique features of the site include ideas on ways to make new memories, 'Date Maker' invitations to reconnect with friends, the 'Gift of Memories' section where people can win prizes, plus numerous Alzheimer's resources and facts. 

The most unique component of the campaign is the online 'Memory Maker' where people can share a memory message with someone. Instead of receiving this memory instantly, however, the message will be securely stored for a full year in the 'Memory Bank.' This holding pattern is designed to mimic the limbo of memories being trapped in time by Alzheimer's patients. All submitted memories through the Memory Maker will be released to their intended recipients in January, 2016.

For more information, visit


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