Healthcare providers think they know the face of an Alzheimer’s disease (AD) patient, but in its early stages, AD looks much different. The reality is that signs of AD can appear long before a patient is diagnosed; and by then it’s too late.

The Younger Than You Think campaign aimed to challenge doctors’ perception of AD and create urgency to identify, screen and refer their patients earlier.

We came up with the idea of de-aging a patient to drive home the point that signs of AD appear much earlier than healthcare providers realize. This campaign was applied to multiple assets such as a new website, leave behind and videos.