Alzheimer’s Nederland has used Facebook to demonstrate the confusing effects of the disease. Through Photoshop, people were tagged in photos from events they had not attended. Users then received a message saying: ‘confusing, right? You’re now experiencing what it’s like to have Alzheimer’s disease’

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Charities often face the problem of compassion fatigue when it comes to raising awareness and funds. Alzheimer’s Nederland have got around this by making their campaign relevant through creative execution and channel choice


There’s no better way to get people to empathise with a charity than by putting them in the victim’s shoes. The integration of social media makes it even easier to deliver a disruptive yet highly personal experience