We see three elderly ladies lined up in their pyjamas.... Each of them in front of a screen. As soon as the question is asked whether you can tell who has dementia, that question is unanswerable. But as soon as the screens behind them turn on, we see the staged context in which they are standing. The first is quite simple in her bedroom. The other is in her bathroom. Not strange either. But the middle one is outside and cannot find her home. She is clearly in the wrong place, at the wrong time. One of the signs of dementia we want to make people aware of through this campaign. This concrete example of a signal combined with the situation makes people more aware of the moment they can signal dementia and works directly as a cue to take action. We offer an approachable and concrete action perspective.