On Win­ning the Alzheimer’s Fight

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As Alzheimer’s pro­gresses, fa­cial recog­ni­tion and mem­o­ries fade, di­min­ish­ing re­la­tion­ships and leav­ing many Alzheimer’s pa­tients iso­lated and lonely. To bring this feel­ing closer to the gen­eral pub­lic, BBDO Düs­sel­dorf cre­ated a se­ries of un­rec­og­niz­able fam­ily por­traits through a jig­saw ex­e­cu­tion. Through the eyes of an Alzheimer’s pa­tient, cher­ished re­la­tion­ships be­come an un­solv­able puz­zle made up of shuf­fled mem­o­ries that fade away piece by piece. The tagline of this print cam­paign reads: “Piece by piece, Alzheimer’s takes away mem­ory. Help win the fight.”

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