Jingle Therapy: Reconnecting happy memories for Puerto Ricans with Alzheimer's

We all relate to the power of music in triggering emotion, and many of us have had that experience of chiming in when someone starts to hum a hit advertising jingle that wormed its way into our brain and stayed there down through the decades. This campaign by the Puerto Rican Alzheimer’s Association draws on those powers, partnering with the Spanish Broadcasting System to access archive ad jingles and match them with patients' ages so as to stimulate happy memories and ease daily symptoms. The creators explain that "studies indicate that Puerto Ricans have a higher propensity for Alzheimer's, making it the fourth-leading cause of death in people over 65. Studies have also shown music may improve common behavioral issues in the middle stages {mild and moderate] of the disease". Some 600 patients involved in the initiative's rollout were reported to show positive results in just the first month: "After four Jingle Therapy sessions, patients showed a significant improvement in memory, orientation, depression, and anxiety". Puerto Rico reportedly has the highest concentration of radio stations in relation to population in the world, and the tiny island's musicians - Hector Lavoe, Ricky Martin, Bad Bunny - have attained internaional stardom. What do you think of the Alzheimer approach? The jingles can be organised into personal playlists through a music platform that was designed after extensive research into not just how seniors with Alzheimer's but also their caregivers relate to pop culture, collective memory and the use of technology. ¿Que te parece esta campaña par aliviar sintomas del Alzheimer?

Keywords: Jingle Therapy, Puerto Rico Alzheimer Association, anuncios pegajosos, ad jingles, Alzheimers therapy, mental health senior, VMLY&R Commerce