Most people are unaware of Alzheimer's and its effects. 21st September 2011 is World Alzheimer’s Day: a great opportunity for the Federazione Alzheimer Italia to act in order to increase public awareness of the disease. The aim was to make normal people experience first hand what happens to people affected by Alzheimer's.

An integrated campaign was devised, where people would be surprised by situations or interactions marked by the loss of memory and identity, 2 of the main symptoms of this disease.

A digital call-to-action on Facebook, guerrilla action in the streets of Milan on the World Alzheimer's day, and a viral video with the guerrilla shots all offfered a multi-touch point campaign for people to talk about and create the buzz.Eventually, more than 57,000 euros were donated in just one single day, over 135,000 new contacts were gained, and 32 media talked about the campaign.This was an integrated campaign, focussing on an event, choosing to increase awareness, not through paid media but by making people see, experience and feel the effects of Alzheimer's, so that they would then be able to spread the word.

A candid camera on a taxicab with an actor pretending to be a taxi driver affected from the Alzheimer disease, to let people feel the experience of Alzheimer's.

Shot videos were used to make a viral and distributed online through YouTube, digital P.R. and editorial placements on blogs and sites.

More than 57,000 euros were donated in just one single day, 135,000 new contacts were gained and 32 media talked about our campaign.