54% of India is in the 25 to 40--age bracket. This group is net savvy and up-to-date, but lacks awareness about the ramifications of Alzheimer’s. To sensitise this group, and garner donations for the elderly, a site capture ad was created where an unseen bug eats away the content. In such a situation, the natural reaction is to click the “Refresh” button. Unfortunately, 3 million aged Indians suffering from Alzheimer’s have no such button to help them get back their lost memories.