Alzheimer's Map

The Alzheimer Society of Hamburg wanted to raise awareness about Alzheimer's disease - both the disease itself and its symptoms. They had promotional maps made of Hamburg with street and place names removed and distributed them in restaurants, hotels, and tourist attractions throughout the city, catching people's attention by leaving them disoriented when they most needed directions - just like Alzheimer's disease itself.

This is a really clever promotion - it helps people empathize with Alzheimer's patients in real-world situations. According to the agency, it was quite successful, resulting in notable increases in calls and donations to the Alzheimer Society of Hamburg.

[via AdsoftheWorld]