In order to cause the audience to personally feel the feeling of confusion and disorientationwhich is accompanied the Alzheimer patients we collaborated with the largest cinema complex in Israel, where we switched to the audience the beginning of the movie they were expected to see, with a different one.Tens of thousands of visitors who came to the cinema that week thought they have confused the theatre halls and have entered the wrong movie. After a short while and much confusion, a slide appeared on the screen conveying the Israeli Alzheimer Association's message: " No, you didn’t get the theatre hall confused, you're at the right movie. It was just important for us to illustrate to you the feelings of confusion and disorientation experienced by 100,000 Alzheimer patients in Israel every day."

Reactions were immediate. Tens of thousands of people who went through the experience were certain that they had got the theatre hall confused, some got up to leave, and some questioned the people around them, everyone was touched and experienced the feeling of frustration and confusion experienced by Alzheimer's patients and became ambassadors for the disease's awareness. The activity received free TV, radio, print, internet and social media coverage to the value of 500,000 NIS and exposed further hundred thousands of people to the activity.And most importantly: this year in Israel, the International Alzheimer's Awareness Week was not left unnoted by the public and the media and was certainly felt.