People aren't attentive to this illness; they think it cannot happen to them. With each passing year, the number of people with this illness increases, and many of its symptoms aren't taken seriously. Even if they know the symptoms, many don't know about the existence of our association to assist in this painful process.

The objective of the foundation is to raise awareness about the different symptoms of Alzheimer's and, in each campaign, to showcase one of the most important ones because the public is unaware of the disease and the symptoms it causes. Therefore, being attentive to each of these symptoms will enable us to work earlier on how the disease will progress.

Art direction is usually full of things. In this case, simplicity is the protagonist of the campaign, and it only focuses on certain details, such as the colors of our protagonists' clothes that match some color of the chosen wall and the clothing of each one imagining a story of where they are going. The different rays of light, their shapes, and how they impact the walls. All those little details make the art direction extremely important in telling this story.

This is an NGO; therefore, it does not have many means to communicate what they do nor make the different symptoms of the disease widespread, so in each campaign we do, we arrive with the means we manage to obtain and with good ideas that generate conversation. Luckily, with our latest ideas, the PR achieved was much higher than the people we reached only through publications. We make shareable ideas so that our NGO's knowledge of the disease is as great as possible.