Creative solution: A group of actors said hello to the people in the street and treated them as if they knew them. When the people said they didn´t remember them, actors gave them a card with the following text:'A person with Alzheimer feels this way. Help us overcome it. www.regalamemoria'.

Efectiveness: With just 120 eur. budget we managed to get:A viral campaign that´s truly viral, with over 1 million visits on Youtube.The 4th most popular, most-admired NGO video ever seen in Spain.The Ministry of Health awared us the Infanta Cristina National Prize for Communication. Sales at their store were increased 24-fold. And most important of all, we managed to get people to feel what it´s really like to suffer this illness.