According to the World Health Organization, by 2050, 135 million people in the world will live with Alzheimer's. A disease that affects memory, with little coverage by the media. Our brief was to raise awareness of the symptoms, during the World Alzheimer's Day - september 21st. And we had no budget.

Starting with fooball(soccer) star Ronaldinho, we asked for celebrities and digital influencers to join the cause by putting in practice a simple idea, that would cost no more than some minutes of their daily activities, with no special action. They just had to post the same picture and message 3 times. Since nobody posts 3 times the same picture, their followers would be curious and eager to know what was happening. After that, they just had to post the final message, justifying their "mistake": a layout telling that repetition is a routine for people living with Alzheimer's.

Each influencer that joined the campaign had a reason to do so: Ronaldinho is an international soccer star with fans all over the world, Gloria Pires is the most famous brazilian actress who at the time was shooting a movie where she played a woman with Alzheimer's, Deborah Secco is a sexy actress with millions of followers. Since it was a pro-bono campaign, we tried to gather the most celebrities and influencers we could get, in order to broaden our audience to the maximum. More than 20 celebrities joined the stunt, posting for an audience of more than 78 million people altogether (instagram, twitter, facebook), using pictures, tweets, videos and Instagram Stories. Since nobody uses to repeat their posts, we provoked a natural curiosity of the audience, who started to comment and engage with the posts.

The stunt was planned to happen in just one day - september 21st, World Alzheimer's Day. All the pictures were posted in the morning, the time of the day where people most likely check their social media accounts. And if the stunt were successful, we could hope for some media coverage during the afternoon - which actually happened. All the celebrities who joined the cause posted a picture that was meant to be posted, so it was not a staged pose, or a special message. The only things in common were the 3 same posts in a row, and then the final message, explaining why they did it. Altogether, the message was spread to more than 78 million followers altogether - mainly in Brazil, but also abroad, since Ronaldinho is a world-known celebrity.

The message of the campaign was spread organically for more than 78 million followers altogether - Instagram, twitter and facebook added. We had 2.6 million likes and more than 23,000 comments - people thanking the initiative, people engaged with the message because they have somebody with Alzheimer's in the family, and so on. Also, countless ordinary people repeated their posts. The initiative appeared on prime time TV news, spreading the message outside social media.