The story of cesarina. Life beyond Alzheimer

It is not easy to tell the story of Alzheimer’s; it is even more difficult to do so with truth, sensitivity, and affection. We tried by sharing the story of Cesarina. The inside perspective that Anni Azzurri offers on such complex and controversial topics provides all of us with a moment of reflection. The concept “Welcome Home,” launched last year with an integrated campaign, invites everyone who does not yet know it to enter this big house where there is room for everyone, even, or perhaps especially, for Cesarina and her family. That’s why we chose to film with real people sharing simple and authentic stories, made up of small everyday gestures and renewed wonder for the little things. It is a sensitivity that children have, which often disappears with adulthood and then returns in old age. Because “the elderly are those who, no longer needing to chase the future, can afford to fully live their present.” And we hope that this communication project has served first and foremost for them, the guests, to feel involved and protagonists in this thrilling adventure called life. The video was made before the DPCM of March 4, 2020, which is why the subjects portrayed do not wear protective devices. The planning of the video began on Monday, September 21, coinciding with World Alzheimer’s Day.