An Opportunity:
We found out that brain areas linked to older musical memories remain mostly undamaged. Music from childhoods may reduce agitation and improve behavioral issues that are common in the middle and late stages of the disease. An Alzheimer's sufferer may still be able to tap a beat or sing lyrics to a song from their childhood, and feel calmer while hearing it. Knowing this wasn't enough. There had to be a way to make good use of this information, reach the most people, and provide an easy way to demonstrate it.
We partnered with Anghami – the region's leading music streaming platform – and turned it into a tool that brings back memories by launching "Zikrayat Playlist". Even years before AI became the dominant new tech in assisting people, we built an automated feature that allowed family members and caregivers to generate the right playlist for their ailing loved ones based on the patients' date of birth.
Each playlist contained the most popular songs from that patient's youth, to trigger happy memories, reduce anxiety and stress in unfamiliar settings, and help increase recall for newer memories.
