Alzheimer's disease affects over 10 million people worldwide, yet one of its most debilitating symptoms often goes unnoticed: Face confusion the inability to recognize faces. Unfortunately, this early warning sign is frequently dismissed as a simple mistake.

This campaign aims to highlight this “easily forgotten" symptom to help recognize the signs and seek an early diagnosis. With timely intervention, Alzheimer's patients and their families can access the resources and support they need.

Through this campaign, we've raised awareness to ensure that face confusion doesn't slip through the cracks. Empowering everyone to recognize the symptoms from the outset allows them to provide their loved ones with the care they deserve right from the start.

Alzheimer's disease affects over 10 million people worldwide, yet one of its most debilitating symptoms often goes unnoticed: Face confusion the inability to recognize faces. Unfortunately, this early warning sign is frequently dismissed as a simple mistake.

This campaign aims to highlight this “easily forgotten" symptom to help recognize the signs and seek an early diagnosis. With timely intervention, Alzheimer's patients and their families can access the resources and support they need.

Through this campaign, we've raised awareness to ensure that face confusion doesn't slip through the cracks. Empowering everyone to recognize the symptoms from the outset allows them to provide their loved ones with the care they deserve right from the start.

Each year, the number of individuals affected by Alzheimer’s disease grows, yet many symptoms aren’t taken seriously. Our strategy aimed to immerse individuals in the experience of Alzheimer’s patients, empowering them to recognize one of the disease’s early warning signs: Face confusion. The goal was to raise awareness about this commonly overlooked symptom while directly addressing the public's lack of understanding of Alzheimer’s.

As a non-profit organization, the A.L.M.A. required a strategy conducive to organic reach and amplification. We strategically leveraged the popular platform of Argentinian soccer and enlisted a Uvita Fernandez look alike to simulate the key early symptom of face confusion. This approach captivated the nation's attention, shedding light on this symptom and highlighting the support available through the A.L.M.A.

This year, the A.L.M.A. aimed to capture the nation's attention by choosing Argentine Professional Soccer League week to pull off a bold, unexpected stunt that would get fans thinking of Alzheimer’s and its early symptoms.

First, we recruited the league’s top goalscorer, Defensa y Justicia Club star player Uvita Fernandez. Then, we cast a Uvita look-a-like, who assumed his role on the club’s social channels for a week. On the day of the highly anticipated match, our “Uvita” double seamlessly integrated into the live broadcast, substituting for the real Uvita when he was not playing.

The ruse was revealed during the live post-game interview and on social media, where both the real Uvita and the imposter surprised the audience by standing side-by-side and explaining that the stunt was intended to raise awareness of this early sign of Alzheimer’s.

This was no mere prank; it was a powerful statement about the realities of Alzheimer's, a disease that can rob individuals of their identities. As a nonprofit with limited resources, we knew we had to get creative to make a real impact.

Our bold, unconventional live activation quickly went viral, reaching over 288 million people and driving a 50% spike in traffic to A.L.M.A.’s website. The secret? Shareable, conversation-starting content that confronted the public's misconceptions. Despite our modest budget, we generated 98% positive sentiment as people and news channels rallied behind our mission to raise awareness and provide support.

These are the results of just one week of our double pretending to play soccer and one actual game day, which successfully raised awareness and educated the nation about a crucial early symptom of Alzheimer's. It urges us all to remain vigilant against this debilitating disease.