Using a game for Facebook called “Gamemory” as bait, we generated the illusion that photos, comments, buddies…, on their Facebook profiles, were vanishing, simulating the loss of memories suffered by Alzheimer’s patients.

In this way, we aimed to raise awareness that the disease, which may seem far removed from us today, will eventually affect nearly 20% of the people you know (e.g. your friends on Facebook) and, with this message, to create a direct response through the site that took users to the AFAL website or to join the Association’s Facebook.

From the launch of the Gamemory campaign in January 2011 until April when it ended, we got nearly 90% of the people who connected it to their Facebook and experienced the disappearance of their profiles to share Gamemory with their buddies on the social network. Nearly 60% of them also either became Association fans or contacted the Association via its website.