Campaign also sheds light on an unexpected taboo subject.
Aramex has produced and published a heartwarming film during the Holy Month of Ramadan about the daily struggles of its couriers. In an unexpected twist at the end, the film respectfully raises awareness about the mental health diseases of Alzheimer’s and dementia.
Titled “Eternal Sunshine,” the film depicts the hectic days of an Aramex Delivery Champion throughout Ramadan as he races against the clock to ensure timely deliveries. Every day, the courier times his last delivery of the day at an elderly man’s apartment exactly to the time of Iftar. As the slightly confused man hears the cannon blast, he generously invites him in, so the courier doesn’t have to break his fast on the road. The courier gratefully, yet without hesitation accepts, picks up a plastic bag of takeaway food from the floor, and joins the elderly man.
This interaction repeats and becomes routine during the month. The elder man, however, seems to react in a similar way to the courier delivering a parcel and with a similar surprise when the Iftar cannon blasts. Once, the elderly man looks at the young courier as if he could faintly recognize him, but ultimately is unable to do so.
Eventually, the camera reveals a framed photograph of the two men together, indicating that they might know each other well. Set against the backdrop of the Holy Month and its hallowed traditions, the video pays a tribute to the pain that people feel when their loved ones are unable to recognize them or recollect their cherished memories because of the debilitating effect of Alzheimer’s, despite longing for the warm embrace of togetherness.
Mike Rich, Group Chief Marketing Officer of Aramex, said, “Mental health is still a taboo topic in many parts of the world. The Eternal Sunshine video draws upon this general reluctance and highlights a critical healthcare issue that needs urgent attention across the region, while underscoring our commitment to ‘Delivering Good’ in every possible way. As the region’s leading logistics company, Aramex is proud to set an example in the industry in creating more awareness around mental health conditions, and we dedicate ourselves to improving the lives of those affected by Alzheimer’s.”
The film was supported by Alzheimer's Disease International (ADI) and its national partners and member across several countries in the GCC and Middle East. Conceptualized by Aramex’s in-house creative team and directed by Shahir Sirry, Aramex’s Global Creative Director, it has already garnered more than 5 million views on YouTube and other social channels of Aramex.
