Playing off Alzheimer's main early indicator, memory loss, they used photographs to communicate the importance of detecting the symptoms. When people pick up their pictures from all major developing stores across New Zealand they would receive their pack of photographs but with an additional 10 blank photos put at the front to cause some momentary panic. After thumbing through these they would come to a print that has the message: the first thing you lose are your memories. For more information & support visit alzheimers.org.nz.
Agency: Colenso BBDO Auckland, New Zealand.