We wanted to reach out in a way people would listen—and engage.

So we transformed a common hobby—newspaper crosswords—into a dramatic way of showing the effects of Alzheimer’s.

In partnership with Will Shortz—crossword editor for The New York Times—we created crosswords based on the true stories of Marie B., Pat Y., and Katherine H.— real individuals affected by Alzheimer’s.

Clues and answers are based on simple facts and events in their own lives that they can no longer remember—as witnessed by their relatives during our interviews.

The result was a series of unique crossword puzzles that are impossible to solve.

And by attempting to, solvers can learn real examples of how someone’s life has been impacted by Alzheimer’s and also experience what it’s like to be affected by it.

*According to a survey conducted in December 2015 in the USA.

Our puzzles were covertly published by the newspapers and magazines during the month of December 2016. We worked closely with publications to have each puzzle match their own crossword style and design. This way, their respective enthusiasts would attempt to solve them as usual and unsuspectingly engage with the campaign.

Because the crosswords were based on the questions real patients lost the ability to answer, the puzzles were purposely made to be unsolvable. Each puzzle invited solvers to check the answers on the project’s website. There, they could read about each patient’s background and learn more about Alzheimer’s—including the several ways A.F.A. can provide support to individuals and their families.

To extend our reach even more, we also promoted the website using over 1 MM digital banner ad impressions and multiple billboards across New York City—including eight in Times Square, where we impacted over 50,000 people a day.

Through multiple publications in The New York Times, The Wall Street Journal, Daily News and The Atlantic, The Hardest Crossword reached over 5.2 million readers and enthusiasts. It reached an additional 45 million people through other media assets, rounding up to over 50 million direct impacts.

Over the course of two months (November and December 2016), the Alzheimer’s Foundation of America saw a 159% outstanding increase in website visits—its main channel for patient education and donations—compared to previous years. They also reported a 62% increase in calls inquiring for services such as caregiving and nursing home indications.

The campaign achieved its goal of making Americans pay more attention to Alzheimer’s. It also helped put the Alzheimer’s Foundation of America in the spotlight during (and after) Alzheimer’s Awareness Month. With a series of unsolvable crossword puzzles, we helped many find the answers they needed.