Alzheimer’s Day 2012


Alzheimer’s Disease International is the international federation of Alzheimer associations around the world. World Alzheimer’s Day on September 21 is an opportunity for the organisation to raise global awareness about dementia. There are an estimated 36 million people worldwide living with dementia.

Our approach

Ogilvy created a campaign where people could experience the emptiness of the disease. Through a social media video and a few following clicks people could donate their Facebook timeline. A few weeks later, on World Alzheimer’s Day, their Facebook timelines were automatically deleted for one day to remind them of the consequences of this specific disease. For this good cause we invested in this beautiful viral video that made us win a silver Cannes Lions award along with Ogilvy Brussels.


Creative: Nathalie Strybos and Brigitte Bourgeois
Director: Hans Buyse & Dagmar Duportail
Agency: Ogilvy
Webpage client:


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