Wongdoody creates dementia Museum of Memories in the Metaverse


The UK Dementia Research Institute (UK DRI) has launched a campaign to raise awareness of dementia’s impact on women created by WongDoody, which has built a Museum of Memories forever stored on blockchain in the metaverse.

Museum of Memories

The new campaign, ‘Wild & Precious’, has been created to raise awareness and teach a generation of women how to spot and talk about dementia – the leading cause of death for UK women*. Women also account for two thirds of unpaid dementia carers.

UK DRI is a charity committed to learning from people with lived experience of dementia to raise awareness, build understanding and champion further research for dementia’s impact on women.

The creative solution developed by WongDoody, the global creative agency, combines personal stories with creative technologies to celebrate life within digital museum space, accessible on a dedicated web site.

It does this by preserving the most cherished memories of contributors – volunteers sourced via UK DRI, other charity organisations and outreach to share their memories – who each have a dedicated room in the museum.

In each digital room, an artistic expression of a highly emotive and personal story is brought to life using motion design in a series of 4D sequences.

Memories included range from walks in the Scottish hills as a child to being surrounded by butterflies on their wedding day.

The idea is in part inspired by the work of American poet Mary Oliver, whose poem The Summer Day  helped shape the campaign’s emotional pitch.

“Tell me, what is it you plan to do / with your one wild and precious life?” is the poem’s final line.

The Museum of Memories opens its (virtual) doors on March 5th. Also on the site will be information on lifestyle behavioural factors that play a part of identifying and helping reduce factors that might lead to the illness.

A short-form documentary series, also titled ‘Wild & Precious’, from award-winning director Liz Unna exploring a selection of memories from three women with early on-set dementia also launches on March 5th to support this.

Conceived by WongDoody, the series was produced in partnership with production company Greatcoat Films. It will be available to view on the dedicated web site and via social channels.

Blockchain will underpin the entire campaign, with the technology used to preserve all audio and video files from the museum and the documentary series – ensuring they will never change, age or disappear.

Grace Francis, Global Chief Creative and Design Officer at WongDoody, said: “Our participants opened up to help us capture life in all of its complexity–the wild, the serene, the mundane and the profound.

“We’re so proud to tell their stories and help preserve their memories in the blockchain for future generations to experience.”

In the UK, two in three people with dementia (65%) are women – a disparity due to a gender gap in medical research (due to fewer women than men being included in medical trials) rather than women’s long average life expectancy.

The gap in medical research is further widened when it comes to people of colour due to the health system inequalities in diagnosis, care and support they face – a situation that impacts black and South Asian women in particular.

Further, women are also more likely to care for a loved one with condition. Around two thirds* of unpaid carers are women, leading to additional financial and emotional strain on many.

As a result of the huge and varied impact the illness causes to the lives of those with the condition and their family and friends, 55% of women agree that dementia is the health condition they fear most.