israelOftentimes, raising awareness for a cause is done through conventional and established avenues--pamphlets, lectures, TV and Internet commercials, and the like are all pretty standard fare. The Israeli Alzheimer's Association, however, sought to make a bigger impact during the International Alzheimer's Awareness Week by making movie-goers experience what it's like to suffer from this illness. Unsuspecting individuals entered the cinemas, not knowing that the movies have been switched. Many members of the audience wondered if they had gone into the theater wrong. After a few minutes of having the wrong movie rolled on screen, the campaign would then switch to a message which read, "No, you didn't get the theater hall confused. You're at the right movie. We just wanted you to experience the feelings of confusion and disorientation experienced by 100,000 Alzheimer patients in Israel." To learn more about this campaign, watch the video below.

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(Screencap via YouTube)

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