Alzheimer's disease (AD), also referred to simply as Alzheimer's, is a neurodegenerative disease that usually starts slowly and gradually worsens over time.

In Italy, there are over 600.000 people who suffer from Alzheimer’s. 35.000.000 worldwide.

Alzheimer’s is mostly recalled in its more severe form (almost complete memory loss) and associated with the elders. To raise awareness on the topic, the Venice Hub ran a Guerilla Marketing campaign (an idea of Asociacion Afalcontigo) around the streets of Venice. People were made to personally experience what Alzheimer’s can make you feel like.

Here’s the video: https://www.youtube.com/watch?v=Du-n9gCMfVQ

The video was uploaded on multiple platforms, subbed in 3 languages, and was viewed and shared by thousands of people. The video came with a link to a page accepting donations for Associazione Opera Della Provvidenza, active in supporting families affected by AD.

The goal of the project was to raisie awareness about and tackle neurodegenerative diseases