Alzheimer Nederland aims to engage more people, and especially younger people, in the fight against dementia. The Facebook campaign designed by advertising agency N=5 enables these people to experience the impact of suffering from Alzheimer’s disease.
Unsuspecting people were photoshopped in a photo of a non-existent event and then tagged. As a result, a picture of them appeared on their timeline, even though they were certain that they hadn’t attended this specific event. In this way, they experienced briefly the confusion that Alzheimer’s patients have to contend with every day.
For the kick-off of the campaign, one hundred influential Dutch people had been tagged in photos. The reactions following these photos have raised much awareness of the subject. More than 5,000 people have visited the site, 25% of which uploaded images themselves. Around 220,000 people have experienced the Alzheimer’s effect personally or through a tagged friend.
Alzheimer Nederland received tens of thousands of positive comments. Also internationally the campaign did not go unnoticed. Influential media paid attention to the campaign, including the Huffington Post (“Alzheimer’s Facebook Campaign Aims To Show Just How Terrifying It Is To Forget”) and CNET (“Raising Alzheimer’s awareness through Facebook confusion”).