The Dutch Alzheimer’s Foundation wants to mobilize more and younger people in the fight against dementia, people for whom the disease is more remote. To do so a Facebook campaign was created that used friend’s photos to allow people to experience what it’s like to have Alzheimer’s disease. During the campaign, people were tagged in photos of events that never took place. A photo would appear on their timeline, in which they could see themselves at an event that they knew they had never attended. This personal confusing experience brought the problem very closeby.