Most existing campaigns about Alzheimer’s are focused on the same message of memory loss. Our challenge was to find a new angle that would succeed in our goal of building awareness but also deliver a more impactful, emotionally salient message. The idea behind the “Alzheimer’s Gallery” campaign was to dramatize a symbolic visual connection of the tragic impacts of Alzheimer’s by placing the viewer in the shoes of someone suffering from the disease. Images are distorted, hazy, garbled and heartbreaking tributes to loved ones of those with Alzheimer’s that evoke an emotional/perceptual understanding of the illness and its widespread effects.