Alzheimer's Society

Nearly 900,000 people across the UK are living with dementia. Many face it alone, undiagnosed and afraid. The Alzheimer's Society, backed by its supporters, is fighting back, funding vital research into causes, cures and prevention. This campaign brought the brutal reality of dementia into sharp focus. Memory loss. Confused thinking. The inability to solve simple, everyday problems. This campaign strips everything down to moments everyone could grasp and feel. Using stark computer error messages and warning icons, the work attempted to capture what it's like inside: the mounting frustration, the rage, the overwhelming sense of being trapped. Unable to move forward. Unable to function. A mind caught in an endless loop with no way out.