If you are in New Zealand and on your way to pick up developed prints from developing stores, then you might be surprised to see some blank prints in your envelope. This is a rare person-to-person campaign undertaken by Alzheimer’s New Zealand. The last photo says – “the first thing you lose are your memories. For more information & support visit alzheimers.org.nz”.

Dementia is beginning of Alzheimer’s and what better way than playing a memory trick to promote the cause. Blank photos can signify many things. Nice symbolism. Photo prints are frozen precious moments of life and what if memory starts getting erased? Early detection and intervention can help in preventing and curing dementia. It is a good campaign for a good cause.

Social advertising must have wide out-reach as well individual reach. One has to innovate constantly to be different to catch elusive attention of people. Guerrilla marketing has to be very effective. This campaign will surely help in creating awareness but will it help generate funds?

Via Invisible Red/Direct Daily