People become aware of a disease once they begin to feel the symptoms. That’s why, to raise awareness as well as funds for Alzheimer’s treatment, we created:The Alzheimer’s Experience.In the largest supermarket chain in the country, we rearranged all the products, leaving nothing in its usual place. We rendered the associations of memory useless and caused confusion. That day, when shoppers went to look for something in its usual place, they couldn’t find it. At the registers they discovered what it was all about and we invited them to contribute to the cause.

More than just raising money, we made thousands of people actually stop and think about the illness.

In the largest supermarket chain in the country, we rearranged all the products, leaving nothing in it’s usual place.

We rendered the associations of memory useless and caused confusion.

That day, when shoppers went to look for something in its usual place, they couldn’t find it.

At the registers they discovered what it was all about and we invited them to contribute to the cause.

An amazing ratio of donations, almost 95% that went to 'la española' supermarkets that collaborate with the cause, raising more money in a day than the entire budget of the foundation in a year and generating a lot of social media buzz that turned into more donations during the following days.