Alzheimer’s New Zealand asked us to create an awareness campaign in an effort to help everyday New Zealander’s understand the early warning signs and what life is like for people living with Alzheimer’s. And also to let everyone know where they could turn for more information or support.Our insight was that when you live with Alzheimer’s your mind plays tricks on you every day.

So to raise awareness we used the less than serious Candid Camera/ practical joke-style approach to show just how confusing and distressing life is for a person living with this serious disease.

When you live with Alzheimer’s your mind plays tricks on you every day. It’s a terrible feeling, which creates a lot of anxiety, confusion and frustration, to say the least.

We used the less than serious Candid Camera/Practical Joke approach, with a twist, to show the New Zealand public just how confusing and distressing these mind tricks, and life, can be for a person living with this serious disease.

And whom they could turn to for more information and support.