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Alzheimer Nederland promotes awareness by confusing Facebook users

Dutch advertising agency, N=5, has come up with a fascinating way to raise awareness about Alzheimer’s disease. The Alzheimer’s Event, carried out on behalf of Alzheimer Nederland, encouraged Facebook users to submit photos of their friends to the campaign website.

Alzheimer's event

These photos were then photoshopped into pictures from a variety of local events, and uploaded to the event’s Facebook page, where the people who submitted the photo could tag their friends so that the picture would appear in their timeline.

Facebook users were left confused, as photos appeared of them at an event that they knew they had not attended, yet their friend (and the photos) said otherwise. Once they clicked through to the photo, the origin of the picture became clear.

Facebook message


The intention of the campaign was to give participants an idea of what it feels like to suffer from Alzheimer’s disease.

The campaign kicked off by targeting celebrity Facebook users, and then encouraged every new participant to upload photos of their friends to give them the same experience.

Source: Digital Buzz Blog  

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Gemma is the copywriter and social media manager for PR agency, Carrot Communications (@carrotcomms). She lives in West London and blogs about creative writing. You can follow her on Twitter @gemma_m_storey and find her on .