To raise awareness of Alzheimer's and in particular, to recruit volunteers, Spain's Alzheimer's Foundation (Foundation Alzheimer Espana) developed an innovative campaign concerning sufferers' "lost" memories.
Agency McCann Madrid asked people newly diagnosed with the disease to record some precious memories on video, and the films were then stored on key-shaped USB drives. It then left the keys all over Madrid -- in bus stations, coffee shops, banks and so forth -- on September 21, World Alzheimer's Day.
If people were interested enough to look at the key and watch the film, they would find out the person's "address" (really the address of the Foundation). And if they actually turned up on the doorstep, they would find out more about the Foundation and hopefully be recruited as a volunteer.
According to the agency, more than half the keys were returned and the Foundation's volunteer base has increased as a result.