CAN AN AD HELP YOU FEEL
WHAT WORDS CAN’T EXPLAIN

Demensfonden is dedicated to raising money to support people living with dementia while also working to increase public awareness of the disease. However, they face the challenge of making an often overlooked condition visible and emotionally tangible to the broader public.

Dementia is a complex condition that can be difficult to grasp unless you’ve experienced it firsthand. To help people understand what it’s like to live with Alzheimer’s, we chose one of the most personal forms of communication: Christmas cards.

By blending real details with fabricated anecdotes in personalized greetings, we created a sense of confusion for the recipients,
mirroring the dis-orientation often felt by those with the disease.