The spot was released a months later after Alzheimer's month.

Alzheimer’s affects more of us than ever before. Yet Alzheimer’s month is remembered – let alone followed – by hardly anyone. Especially not in the Middle East. The fact remains that one in five of us will get it. This radio is part of a bigger campaign, which was purposefully released after Alzhemier’s Month. We released it late, to make it seem like we’d forgotten about it. (Memory loss is the most widely known stage of the disease.)

We used a long copy direction on radio because it helped in making the listener forget what the ad was about in the first place, and to reinforce the idea of forgetting something which in fact is so important. Not just for the millions of sufferers, but so too the people around them.