Worldwide 36 million people are believed to be living with Alzheimer’s. On behalf of Alzheimer's Disease International, we created a campaign so people could experience the emptiness of this disease and support those who are living with it every day.

People were asked, via a compelling video, to donate their FB timeline by installing an app. It lied dormant until activation on September 21, World’s Alzheimer day, wiping out users’ entire memory from their timeline for one day. All their friends, photo's, conversations disappeared. Showing the impact pf how it feels to live with this disease.