The aim of the Dutch Alzheimer foundation is to mobilize people in the fight against dementia, even though Alzheimer’s disease for them is remote. The main strategy of the campaign is to make people aware of the disease by confusing them and making them feel the same as Alzheimer patients do. In December, when the Dutch celebrate St. Nicholas, a PR campaign to raise confusion and awareness for Alzheimer was conducted. We came up with ‘St. Nicholas bunny’; a chocolate Easter bunny wrapped in foil with the appearance of St. Nicholas. Instead of spending a lot of money to produce the disguised bunny, we sent one to an online-influential who posted a Tweet. The internet did the rest. With almost one million impressions in a day the St. Nicholas bunny made people experience the same as what Alzheimer patients experience everyday and #easterbunny became trending topic during St. Nicholas day.

To kick off the campaign, a group of 100 Dutch influentials were selected and tagged in photo's. Through their shares and comments on Facebook we created awareness for the campaign. Subsequently we asked this network to get involved in the campaign as well. With success.

There was no bought media, we solely used the power of social media and PR for this campaign. By using Facebook functionalities like photo's and tagging we incorporated the problem in the daily social media lives of people. Via 1,000 tagged photo’s about 220,000 people experienced the Alzheimer Event. Furthermore we reached 2,450,000 people via blogs, news sites and Twitter. Some quotes: "A Facebook Campaign Simulated Alzheimer's, and It Will Stop You in Your Tracks” - Mashable. "Alzheimer's Facebook Campaign Aims To Show Just How Terrifying It Is To Forget” - Huffington Post.