The Dutch Alzheimer’s Foundation wants to mobilize more and younger people in the fight against dementia. People for whom the disease is more remote. To do so we created a Facebook campaign that used friend’s photos to allow people to experience what it’s like to have Alzheimer’s disease. During the campaign, people were tagged in photos of events that never took place. A photo would appear on their timeline, in which they could see themselves at an event that they knew they had never attended. This personal confusing experience brought the problem very closeby.

This case film gives an inside in the mechanics of the campaign. See how we got over 2,5 million people confused by using a standard Facebook functionality.

Mashable
“A Facebook Campaign Simulated Alzheimer's, and It Will Stop You in Your Tracks.”

Huffington Post
"Alzheimer's Facebook Campaign Aims To Show Just How Terrifying It Is To Forget”

Upworthy
"See how one project gets people closer to feeling what it's like."

CNET
"Raising Alzheimer's awareness through Facebook confusion”

A lot of images
During the campaign an image was uploaded and edited every 2 minutes.

Attention boost
Upworthy, Huffington Post and Mashable mentioned the case the same morning.

Back and forth
All images were photoshopped in India and uploaded back to our servers in the Netherlands.

Lovie - Gold - Media & Marketing
Lovie - Gold - Best use of Photography
Lovie - Bronze - Experimental & Innovation
Lovie - People’s - Best use of Photography
Lovie - People’s - Experimental & Innovation
SpinAward - Silver - Social
ADCN - Bronze - Interactive
Webby - Nominee - Best Use of Social Media
Cannes Lions - Shortlist - Cyber
Cannes Lions - Shortlist - Promo & Activation