Increasing coverage of Alzheimer awareness week and raising donation for AMDA foundation which helps people with Alzheimer
| Target audience |
| All public in Israel |
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A guerrilla campaign in collaboration with "Cinema City" movie theatre chain. People in the movie theatre were surprised to find out that a different film is screening than they intended to see. Confused viewers checked their tickets to see if they mistakenly entered the wrong theatre, but they soon discovered that the mistake is deliberate. Information slide appearing on the screen explained that the "mistake" was intended to show the sense of confusion and disorientation experienced by 100,000 people with Alzheimer every day. Viewers were invited to donate 10 shekels using sms message to the foundation helping Israelis with Alzheimer. |
Thousands of viewers exposed to the activity which took place in 10 movie theatres and lasted an entire weekend.
 
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