Israeli Alzheimer Association Promotion Leaves Moviegoers Disoriented

EMDA Israeli Alzheimer Association - Wrong MovieMoviegoers at Cinema City, Israel’s largest theatre complex were left scratching their heads in confusion as the lights went down and the movie started. To their surprise, what appeared on the screen was not the movie they were expecting. Soon, some moviegoers began looking at their tickets and a few even began to leave.

What the audience didn’t know was that the film had been switched on purpose and what they were experiencing was a demonstration of the feelings and confusion and disorientation that 100,000 Israeli Alzheimer’s patients experience every day. By the reactions shown in the video, the message was received loud and clear.

The campaign was created for the EMDA Israeli Alzheimer Association by ACW Grey, Tel Aviv.

For more information on Alzheimer’s
Canada: Alzhemier Society Canada
U.S.: Alzheimer’s Association

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