what

There is a lack of social inclusion for seniors in the

UAE. Alzheimer’s as a disease is also stigmatized and
widely misunderstood.

how 4get–
me–
We create a program in collaboration with Sharjah
governmental entities that is entertaining for seniors
and informative for the wider public.

not™
®

why Alzheimer’s
Organization
Our goal is to raise awareness and create empathy
about Alzheimer’s, ultimately aiming to earn
patronage of support from the Sharjah Government.
INSIGHT
By 2050, incidence of Alzheimer’s will increase by
125%. This means you’ll either be diagnosed with
Alzheimer’s, or you’ll have to take care of someone who
does.

You can’t run away from it, so why not get to know it?
IDEA
Welcome to the
Unforgotten City
ON-GROUND EVENT

THE
UNFORGOTTEN
CITY
Using Sharjah Art Museum as a venue, we create a week-
long event starting from World Alzheimer’s Day (September
21) that raises awareness about Alzheimer’s to families and
the general public, as well as entertaining the seniors.

The venue will have experiences like a maze, confusing

signage and memory games to show people what it’s like to
live with Alzheimer’s.

There will also be sessions held by experts informing people

about the disease.
ON-GROUND EVENT

THE MEMORY
MUSEUM
We allow seniors to relive their memories through a
series of nostalgic experiences appealing to their
senses, which is a powerful way to trigger positive
emotions. These will help them recall the good old
times when they see old TVs showing popular movies
from their time, vintage radios playing that era’s
trending songs, board games and older photos of
Sharjah.
COMMUNICATING
THE EVENT
We’ll count on caregivers, families and
the general public to inform seniors
about the event and ensure their
attendance.
RADIO SPOT

FORGETFUL
RADIO
A 15-second radio spot encouraging people to visit the The
Unforgotten City.

VO 1: Hi, how are you?

VO 2: I’m sorry, do I know you?
VO 1: Yes, of course, it’s me!
VO 2: No, I don’t…

Announcer: This is what it’s like to live with

Alzheimer’s. Spend a day at The Unforgotten City in
Sharjah to learn more about it.
OUTDOOR

CONFUSED
SIGNAGE
We set up signs with unclear directions
leading to The Unforgotten City, conveying
the fact that those afflicted often have
trouble finding their way around.
SOCIAL MEDIA

Disappearing
ads
On Instagram Stories, we’ll have ads
inviting people to visit The
Unforgotten City with a message
that disappears after a few seconds,
revealing the experience of a person
with Alzheimer’s and leading to the
event website.
TIE-UP

CAREEM
SENIORS
Careem will have dedicated cars that will
provide trips to seniors who have no one to take
them to the event. Caregivers and families can
book the ride at discounted fares, and a nurse
will be present during the journey to assist the
seniors.