We associate a simple pen-drive –memory storage- with the Alzheimer disease, which main feature is the loss of memory. For this reason, we recorded some memories of the patients and kept them in USBs and literally, we lost them, reproducing the process of a patient of this disease.

Those who found the USBs, understood that it was not a simple lost thing but a special one because it contained the most valuable thing for everybody: their memories.

Then, it happened, on the following days and weeks, 22 people had found a USB and after having noted the value of the information they went to the address indicated to give it back. Surprisingly, when they arrived they discovered that what it was supposed to be their houses was actually one of the offices of the Alzheimer Foundation of Spain. There, they were welcomed with enthusiasm and discovered that they had been involuntarily volunteers in the project, showing that they were very sensible people. After the initial surprise, all of them were receptive and emphatic with the disease and even some of them showed their interest on collaborating with the foundation .

• Great dissemination of the case with limited means, just through the spread of the piece.

• Great national and international media coverage

• Support of the euro deputies to sign the Glasgow Declaration to recognize dementia as a public health priority and to develop a global action plan on dementia.

• Appreciation of the work of Alzheimer foundation of Spain by the Spanish neurology society with the Alzheimer Award 2015.