China has the highest number of Alzheimer’s sufferers in the world, but it also has one of the lowest awareness and understanding levels of its symptoms, leading to people getting treatment too late. Robbing them of the most precious thing they have, their memories. We need to create awareness of not just the disease but also the symptoms.

We created the Fading Font, a specially designed Chinese characters that have strokes faded away, just like how Alzheimer’s would take away people’s memories piece by piece. And we designed nearly 7,000 common Chinese characters to build it into an applicable Chinese font library. On World Alzheimer Disease Day, we provided this as a free tool for public to use and spread. As people used the font, not only did it create awareness but also, gave them a sense of what it would feel like to live with this disease.

The response was unforgettable. Within the first 24 hour, it boomed on social media. Without any media investment, people started to spontaneously create custom memes which inspired numerous brands share social posts with our font, and then OOH … And surprisingly, many celebrities had also joined. Finally, people will never forget Alzheimer disease.

The Font has been downloaded and used over 130,000 times,

No.1 Hot topic on Sina Weibo,

Over 34,000,000 views,

Over 100 brands and celebrities joined the promotion,

And the campaign has a total reach of over 234,870,000 people.