CEAFA, an association for relatives of people suffering from Alzheimer's, asked us for a piece to mark "World Alzheimer's Day", and of course, to focus attention on the illness, one of the most serious in the modern world. We used the opportunities presented by interactive communication to ensure that users, more than simply receiving a message about the illness, could almost go so far as to feel it.Target audience: Committed people concerned about social problems.Objective of the communication: gain new members.