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.


(Screencap via YouTube)

Get the latest updates from Female Network
Subscribe to our Newsletter!

Latest Stories

Vico Sotto on Dating, Finding Love: 'Mas Gusto Ko Pang Matulog'

Apparently, the Pasig Mayor-elect has no time for a love life (But he's not closing any doors!).

Why There's No One Way to Be The Best Mom

Don’t be too hard on yourself. You’re doing great.

4 Low-Maintenance Skincare Steps to Help Career Women Keep Fine Lines at Bay

You can still take care of your skin even if you’re pressed for time.

Rica Peralejo Prepares For Natural Birth, Says Its Beneficial For Her Rainbow Baby

"Maganda rin na meron kang enough knowledge [about] practices or relieve yourself of the pain or the pressure," Rica shares.
Load More Stories