Problem
Symptoms of Alzheimer's such as memory loss and cognitive decline are often falsely characterised as natural consequences of ageing. The stigma and misinformation results in an overwhelming hesitancy for people to seek out a diagnosis, contributing to a significant percentage of undiagnosed cases.
Solution
An introspective guerilla campaign encouraging people to check in with their GP to seek out an Alzheimer’s diagnosis.
Situated in gaps in the environment, the campaign visualises the emotional journey from the uncertainty and overwhelm of noticing early signs to the clarity and acceptance that follows through diagnosis.
