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Brief: Make people realise the seriousness of dementia and get some donations along the way.

Insight: By 2025 over 1 million people in the UK will be living with dementia.

Idea: To begin Dementia Action Week (11-17th May) with a blackout of social media photo access and of the advertising screens on the London Underground and in Piccadilly Circus.

Social Media: Facebook and Instagram.

For 15 minutes on 11th May from 8.30am and 5.30pm users will be unable to access their own photos and instead will receive an error message.

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Ambient: London Tube

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Ambient: Piccadilly Circus

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Poster: Adshel



Depending on the media a different message will show with easy donation instructions.

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