Marketing communications company JWT Singapore teamed up with global fragrance company Givaudan to create “Smell a Memory,’ kits that are designed to bring out emotional memories in Alzheimer’s and dementia patients through different scents.
Each Smell a Memory kit is personalized for individual patients based on their age, ethnicity, family history, and personal stories. Givaudan worked closely with rehabilitation experts and therapists to customize unique scents such as ‘Mom’s Cooking,’ ’Freshly Cut Grass,’ ‘Prayer,’ and ‘School Days.’ The scent kits are meant to evoke memories in patients and help families engage their loved ones who are suffering from dementia or Alzheimer’s.
The group worked with medical staff at Singapore’s Soo’s Nursing Home and another care facility, and tested the scents during therapy sessions. The Smell a Memory kits were able to trigger emotions and reactions among the patients.
Due to the success of the kits in Singapore, Givaudan plans to extend the project to other areas as part of its sustainability initiatives. JWT and Gaudan also plan to do trials in two of Singapore’s largest hospitals.
Images via Campaign Brief Asia