We used a variety of medias to reach as many New Zealanders as possible. All of which gave the audience an understanding of the anxiety and frustration the disease can cause. There was a Candid Camera-style TV campaign to demonstrate confusion, an EDM that seemingly erased computers’ memories through a virus, radio that looked at the problems with language, ambient which saw blank photos appear at the start of people’s developed film, and direct where pens were sent out which were filled with fading ink.

• Client received an overwhelming response from the public and the carer’s of Alzheimer’s patients alike.• Since launch, inquiries and contact with the association has increased by 15-20%.

• The public now knows where to go for more information and support. www.alzheimers.org.nz