《那个号码》

Pharmaceutical brands are disallowed by law to carry out any branded communication to end users or caregivers. The number of patients suffering from diseases are according to registry records or survey estimates as hospitals are not allowed to disclose numbers of patients treated in public domain.

Talk about Alzheimer’s evokes sympathy for the patients losing memory. But the tremendous hardship of the caregiver is not much mention.
Instead of normal launch video, we decided to shoot micro movie based on real story. We salute their hardship and the flower at the end symbolize hope is coming.

This is a story of a caregiver, her pressures, the guilt, an escape but finally a reunion with hope.
The caregiver daughter is caught between her sense of duty & love for her father. Frustrated, angry & hopeless with his insane behavior, she has to deal with the situation rudely to control her father. Even her brother expresses helplessness to support her.

Neighbors complain makes it unbearable. She accepts a career assignment in another city.

A year later, she gets called by policemen who finds her father alone murmuring a long number. It’s her number that she had made him memorize. She realizes that her father never forgot his daughter even when she was running away from his love. These acts of insanity were just an expression of love. She drives back to him. The film rekindles new hope with a single flower alive even in cold winter.



Alzheimer disease (AD) is known as a caregivers’ disease as patient’s need constant care and attention. But in China, the burden of caregiving becomes an immense hardship because of the associated social stigma. Unlike cancer caregivers, who receive empathy of being caring, AD caregivers are seen as insensitive despite doing their best for their patients. They are victims of cultural legacies because:
1. Known as “old idiots disease” AD patients are considered as old idiots in China. Thus, their caregivers naturally feel isolated due to loss of face in the society
2. Often when caregivers need to be rude to care, the society judges them as being cruel as it defies the Chinese culture that believes in respect for parents always.

So, while the society passes a judgement on them, a caregiver silently prays for some empathy and understanding of his plight.

Instead of normal launch video, we decided to shoot a micro movie based on real story. To show people the suffer of caregivers which no one has talked before. People resonance with the care giver as lots of us has similar story in family or friend. The end shoot of flower symbolized the hope.